Preserving the Legacy of Excellence in Cigars and Rum: GUILLERMO LEÓN

Guillermo León is the President and owner of La Aurora, the oldest premium cigar brand in the Dominican Republic. Coming from a family with a rich tradition in tobacco production, he has dedicated his career to preserving and expanding the legacy of quality and craftsmanship that began in 1903.

In 2013, León ventured into the rum industry with the creation of E. León Jimenes Rum, a tribute to his grandfather on the 110th anniversary of La Aurora. With this project, he has taken the commitment to excellence to new frontiers, combining history, tradition and mastery in each bottle. Let’s learn more about him in this interview.

TRL: What was your biggest challenge in launching your rum brand, and how did you overcome it?

The biggest challenge ensured that the rum created could live up to the legacy of excellence that has been handed down to me. This challenge was overcome through the final 5-still column distillation process, 10 years of aging, and ensuring the sugarcane juice was not only of the highest quality but also 100% Dominican. That last part is important because I want to continue my grandfather’s vision of creating world-class brands born in the Dominican Republic.

TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?

As we can see in the market growth of the industry, premium is the path forward. The rum industry is growing due to premium and above spirits, while standards and value are in decline. With this growth, I think we will see more consumers trading high-priced spirits in other categories for rum as they learn they can purchase high-quality, aged rum at a much more affordable price. For example, our 1903, which is soon to be released in the US Market, is aged 8 years and at a $40-$45 MSRP is more than competitive against bourbons of the same age statement.

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?

The pairing of rum and cigars in the Dominican Republic is a custom as old as the nation of the Dominican Republic itself. And as we would repeatedly have to answer the question, “What rum should we pair with La Aurora cigars?” I knew I had the opportunity to provide the perfect answer: La Aurora 110 Aniversario. This rum was my journey to create the perfect Dominican rum to be paired with our portfolio of cigars.

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?

Since the very beginning of our journey to create our rum, our singular goal has been to achieve the highest standards of quality. Across all our companies, we remain deeply committed to staying true to the essence of our products and services. At the same time, we constantly strive to innovate and improve efficiency while maintaining full compliance with all regulations. Most importantly, we prioritize the well-being of our team members, ensuring they are valued and supported every step of the way.

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

Following the incredible success of our 110 Aniversario rum and the overwhelming praise it has received, we knew creating a product at a lower price point without compromising our unwavering commitment to quality and craftsmanship would be a monumental challenge. Yet, from that challenge came 1903—a rum born from our strictest standards and deepest passion.

Every step of its creation was driven by our desire to ensure that our consumers would fall in love with it at first sight, just as they have with our previous offerings. This commitment is more than just a philosophy—it’s part of our family creed. We never cut corners, and we always strive to deliver exceptional experiences that we can proudly share with our consumers. 1903 is not just a rum; it’s a testament to our dedication to excellence and the relationships we build through our craft.

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?

As we launch our rum in the United States, we are more frequently creating pairing experiences for U.S. consumers. In these distinctly Dominican pairings we’re educating on process, but beyond the details of distillation, the most important take-away we communicate is that rum can be a quality spirit on par with the single malts and bourbons that have dominated the palates of cigar aficionados for so long. Rum is truly having a renaissance, and it’s crucial to amplify this message for the benefit of all premium rum-makers.

TRL: How do you manage quality and consistency as your brand grows and enters new markets?

The León Family Creed has led our family forward for decades. It’s our promise to work for the common good and define our passion for excellence. This commitment both to our family, our employees, and ultimately the Dominican Republic demands that we uphold the highest quality control as we expand in the U.S.

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?

In 2023 to celebrate our 120th anniversary, we partnered with Jacob & Co. to create a custom timepiece along with a limited edition of our 120th anniversary cigar. You can read about it further on our website [ https://www.laaurora.com/pages/jacob-co  ], but it was quickly evident that this partnership elevated our brand and gained notoriety for more of our high-end products. We will definitely be taking this learning and applying it to the rum industry as we expand our premium rum portfolio as well.

TRL: What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?

E. León Jimenes Rum is and will always be a portfolio of premium products intended to share the best of the Dominican Republic with the rest of the world; building on the vision of my grandfather E. León Jimenes. Our goal, long-term, is to continue to share these experiences with others, whether through pairings with cigars or distinctly Dominican foods. We see ourselves as a leader amongst premium rum brands, both established and new, that can continue to cement rum as a premium, and sought-after, spirit. Moving it in the minds of the masses from Daiquirí machines to spirit-forward cocktails and ultimately to—my personal preference for consuming any quality rums—drinking it neat.

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

My advice is to immerse yourself in the incredible world of rum by attending events like the Miami Rum Congress or other spirits festivals held around the globe. These gatherings offer a wonderful opportunity to discover your preferred rum style and to explore the rich diversity of offerings within our segment.

The journey of experimenting and searching for new ways to enjoy rum is an adventure in itself. It opens the door to pairing rum with meals, snacks, cocktails, and even cigars, transforming the simple act of sipping a drink into an unforgettable experience. Each sip becomes a celebration of flavors, a moment of discovery, and a chance to elevate your enjoyment to something truly unique.

TRL: How can people learn more about you? Website? Social media page? We are in the process of launching a new website to support our entire portfolio of rums, but to learn more, you can visit https://www.laaurora.com/pages/e-leon-jimenes-rum  or visit us on Instagram at https://www.instagram.com/roneleonjimenes/