Growth and expansion
Trujillo's assassination in 1961 created more civil unrest, but it did provide an opportunity for E. León Jimenes, C. por A., including La Aurora cigar factory, to expand. As soon as Trujillo was assassinated, the directives of the company began to subscribe new contracts, generate new relationships and build its first cigarette factory in the city of Santiago de los Caballeros. The 1960s, with its airs of freedom and innovation, led to the consolidation of the company. From the rural community of Don Pedro, Guazumal, in 1903, with around five workers and a production of 600 cigars per day, the enterprise consolidated its prestige based on its excellent confection, and a superior quality that was evidenced in its texture, smell and flavor, which later allowed it to compete with other brands more known and powerful in the country. Its cigars’ brand offer grew, new marketing and distribution strategies were applied, practices of good citizenship and remuneration to staff were systematized, and the subscribed capital was increased, incorporating new shareholders to the company.
By April 1963 was inaugurated its cigarette factory, and by 1969, six years later, E. León Jimenes, C. por A. forged a relationship with the multinational Philip Morris International, the biggest fabricator – worldwide – of cigars, by means of the subscription of an association contract. As a result of the new partnership with Philip Morris, the company initiated production and commercialization of internationally recognized brands like Marlboro, launched in the Dominican Republic in October 1969. Four years later, the Nacional brand was incorporated, which was the first cigar of blond tobacco harvested in the country, which later became a local market leader.
The development of the tobacco industry turned E. León Jimenes, C. por A. into an important company steered it towards its next grand venture, initiating its first diversification with its entry in the beer industry.
In July 1979, the Sociedad Cervecera Nacional, S.A. was created. Later, it changed its name to Cervecería Bohemia, S.A., which was controlled in its majority by E. León Jimenes, C. por A., producing and commercializing in the country brands such as Bohemia, Heineken and Malta Löwenbräu. In 1980, E. León Jimenes purchased a brewery in Alaska, and shipped the brewery by boat to the Caribbean. The first year the company captured 28 percent of the market. Afterwards, in January 1986, a very important year for the company, E. León Jimenes, C. por A. was able to buy out its largest competitor, Cervecería Nacional Dominicana, S.A., known by its king brand Presidente, allowing it to control nearly 98 percent of the market. Amid 1986, Cervecería Bohemia, S.A. merged with Cervecería Nacional Dominicana, S.A.
With the incorporation of Cervecería Nacional Dominicana, S.A. to the growing group of companies controlled by E. León Jimenes, C. por A., an ambitious program of expansion, modernization and substantial investments initiated, including the creation of new areas to get intimately involved in the maintenance of Cervecería Nacional Dominicana, S.A. in a prominent place within the national industry. In the 1990s, new markets were reached with the exportation of the king brand Presidente to the Caribbean islands and the United States of America. Likewise, the exportation of cigars to some countries of Europe, Asia and Latin America was initiated from La Aurora.
