Our history
Founded in 1946 by Alfredo Jacobsberg, Aurora is a family business born in a garage, from where orders were delivered by bicycle in the early days.
Step by step, there came retail customers and soon Aurora opened its first headquarters, at Líbero Badaró Street, downtown Sao Paulo. Fifteen years later, the company became the main importer of dried fruit in Brazil.
But the greatest leap ahead came as of 1966, when Werner Jacobsberg took over the company. A great entrepreneur, he expanded the company’s businesses to fine foods and beverages, managed to become the exclusive distributor of distinguished international brands, such as Lindt chocolates and Tabasco sauces, and built the company’s first own headquarters. From 1973 to 1984, Aurora faced difficult times due to import barriers, but was one of a few importers to survive the period.
In 1985, Werner Jacobsberg passed away unexpectedly at age 51, and his son, Alberto Jacobsberg, took over the business. Gradually, the company’s structure turned more professional: the areas of Marketing, Information Technology and Merchandising were created, and the Sales team, previously consisting basically of sales representatives, was turned into an own team with professionals hired by the company. A significant and decisive strategy was to reduce the number of suppliers, by choosing the best in each category of activity, thus allowing a greater focus on each of the selected brands.
When import barriers were lifted, initially in 1984, but especially as of 1990 and after the so-called ‘Real Economic Plan’, in 1994, Aurora enjoyed a tremendous growth, expanding distribution and revitalizing its line of products. Between 1988 and 1998, famous brands such as Bahlsen cookies, Haribo candies, Celestial Seasonings and Twinings teas, Campbell’s soups, Casa Fiesta Tex-Mex products, and Porto Ferreira wines were introduced into the Brazilian market by Aurora.
As from 2001, by strengthening its operations in the area of beverage alcohol, with a team working at retail sale points, and intensive strategic and promotional activities supported by the product suppliers, Aurora made a turning point in the development of its beverage brands. Licor 43, which used to be a supporting brand, earned investment in funds, focus and creativity, enabling its sales volume to increase by 20 times in 10 years, with nationwide distribution. Significant brands such as Cuervo, Drambuie, Disaronno and Grand Marnier became part of the portfolio, thus providing a new dimension to the area of Spirits & Liqueurs.
In 2004, Aurora started enhancing its portfolio of wines, with the inclusion of major brands such as Los Vascos, Louis Latour, Laurent Perrier, Tio Pepe, Beronia and Hardys, to name a few. Envisioning the need to specialize in this category - in order to be perceived as a major player - Aurora has set up a division to work intensively in this market, with experienced professionals. In line with this, in August 2009, INOVINI was born. High quality brands such as Nino Franco, Cusumano, Barone Ricasoli, Yarden, Dr. Loosen, Jose de Sousa as well as famous muscatel wines Jose Maria da Fonseca were attracted by the professionalism and focus shown by INOVINI and joined its portfolio.
In 2005, Eduardo Jacobsberg, Alberto’s brother, became Operations Director, in charge for the Logistics & Import areas. In the same year, Aurora moved to a new Distribution Center by the Anhanguera Highway, with 5,000 sq m of storage area and 11 m from ceiling to roof, with well planned facilities for excellent dry and refrigerated warehousing, and fast and effective shipment of orders. Two management systems were also implemented - ERP and BI - to provide Aurora with high quality information processing. Between 2008 and 2010, order collection and processing were automated, thus reducing handling and shipping lead times and increasing the operation efficiency.
Between 2009 and 2010, with the market growth and specialized and experienced professionals, Aurora decided to create three business divisions: Spirits & Liqueurs, Fine Foods, and Wines, the last one known as INOVINI now.
Today, relying on experienced professionals prepared for great challenges, Aurora is the main independent company in its beverage market segment, and leader in the distribution of imported premium food products. The Division of Wines is quickly becoming one of the 10 largest distributors of high quality imported wines.
Since 1946, Aurora relies in the partnership established with employees, suppliers and customers, and is committed to offer quality, both in customer services and in the products enjoyed by consumers.