La Aurora USA announces the relaunch of La Aurora 100 Años in the U.S. with a new box design at Total Product Expo (TPE) 2025 in Las Vegas. The same cigar that was originally launched in 2003, 100 Años celebrates 100 years of superior tobacco production and cigar excellence. Hand-crafted from 100% Dominican tobacco, this blend pays tribute to our land and legacy with a luxurious smoking experience.

The package redesign will aim to highlight the legacy of the cigar, as well as the iconic brand. Our 100 Años cigar offers medium-full-bodied complexity with perfect balance. Wood and leather notes with the sweet bitterness of cocoa showcase a premium flavor profile only a 100% Dominican cigar can create. It will be available in the following formats: Churchill, Belicoso, and Robusto (and Robusto Especial featuring a Connecticut Broadleaf Wrapper). The newly redesigned package will be available first at TPE 2025 before being made available to all U.S. retailers. Shipping in late February, 500 boxes of Robusto and Belicoso will be available at U.S. retailers, with another 500 boxes becoming available in the Churchill format later in 2025. The boxes of 20 will each retail for $340 (Robusto), $355 (Robusto Especial), $410 (Belicoso), and $390 (Churchill).

“It’s an honor to pay tribute to the cigar that received the award for the best Dominican cigar in the world in 2004, La Aurora 100 Años,” said Johnny Oliva, Creative Lead, La Aurora S.A. “In this box redesign, some iconic elements of the line were considered, such as its emblematic band with the lion with crossed paws atop the hill and the sunrise honoring our name in the background. With this touch of nostalgia, we aimed to highlight the box finish with a high-gloss, luxurious walnut wood style to celebrate this great Dominican product.”

La Aurora has a proud tradition celebrating Anniversary releases that showcase the legacy of passion, quality, and expertise La Aurora has built over the years. These releases are perfect for enjoying on special occasions or for gifting as an elegant present anytime throughout the year. Whether you’re an experienced connoisseur or a curious beginner, these cigars will captivate you with their exceptional character and irresistible taste. The following anniversary releases are available in the U.S. Reach out to your local retailer to learn more.

•  100 Años (Dominican Republic Corojo wrapper)
• 115 Anniversary (Ecuador Sumatra Wrapper)
• 120 Anniversary (Dominican Republic Habano ‘92 wrapper)
• E. León Jimenes 110 Aniversario Rum by La Aurora

“With the 120th anniversary revitalizing our anniversary portfolio in 2023 and 2024, we’re looking forward to supporting these blends and our passion for excellence; especially as we head towards our 125th anniversary in 2028,” said Iturbides. “For example, in addition to the 100 años box redesign, one of my favorite formats, the lancero, will be featured with the 120th aniversario blend scheduled for release later this year.”