Preparing for the Total Product Expo (TPE) 2025 in Las Vegas, La Aurora has announced the relaunch of its 100 Años series with new packaging. Originally launched in 2003, the hand-crafted 100% Dominican cigar pays tribute to the brand’s legacy, invoking a luxurious and elegant smoking experience.
What is the new 100 Años box design?
Source: La Aurora
Focusing more on La Aurora’s storied legacy and the legacy of the 100 Años cigar, the new packaging and designs will be available at TPE 2025. Eventually, they will be made available to retailers across the United States.
“With the Belicoso being the Best Dominican Cigar of Cigar Aficionado’s 2004 Top 25 at #2, the 100 Años helped to put La Aurora back on the map as a leader in quality Dominican tobaccos and blending. As a Dominican puro, we’re even more proud to bring it back into our portfolio with a beautifully redesigned box, as the Dominican Republic netted a 7% increase in 2024 for U.S. cigar imports, and tobacco continues to be an important staple in our growing economy.” — Iturbides Zaldivar, Director of Marketing & Sales, La Aurora, S.A.
Swapping from a standard box design to something much more elegant, with finished wood, the new packaging will begin shipping in late February 2025. 500 boxes of the Robusto and Belicoso vitolas will be available to start, with another 500 available in Churcill in late 2025.
Each box features 20 cigars with the following prices:
Robusto — $340
Robusto Especial — $355
Belicoso — $410
Churchill — $390
Why the big change?
Source: La Aurora
Ever since its 120th Anniversary series release — a fantastic cigar, by the way — La Aurora has been rebranding to match both the modern market and its long-standing history.
“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. 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.” — Johnny Oliva, Creative Lead, La Aurora S.A.
The 100 Años is medium to full-bodied, offering complex yet balanced flavors of wood, leather, cocoa, cream, and sweet notes. Indicative of the Dominican roots, it’s a unique blend that only La Aurora could create and deliver.
“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. 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.” — Iturbides Zaldivar
La Aurora will make the new 100 Años bundles available at the Las Vegas Convention Center for TPE 2025, from January 29 to the 31. After that, they’ll be available at cigar retailers across the U.S. as specified, with varying sizes launching at different times.
Briley has over 16 years in the publishing and content marketing business. He's been writing about cigars for nearly half that in various forms. What makes him a tour de force is he also smokes them.
Source: La Aurora
Source: La Aurora
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