KORA COFFEE

A Genuine Brand With A Magnetic Humor That Fulfil The Heart

Anew coffee brand is born in the Dominican Republic, by the hands of a leading company, La Aurora S.A., the oldest cigar factory in the country, with 120 years of experience manufacturing the best quality cigars.

KORA combines the elegance and exquisiteness of a premium quality coffee, at a competitive cost in the market. It is an arabica seed coffee roasted and ground to perfection. A product made 100% in the Dominican Republic, a sure promise of satisfaction with its aroma and flavor.

CIGARRO DOMINICANO talked with Katherine Feliz, marketing coordinator of La Aurora Cigars, who is in charge of this new project, to learn more about KORA, this new coffee in the Dominican market.

CIGARRO DOMINICANO: Why La Aurora decided to launch a coffee? How KORA does was conceived?

KATHERINE FELIZ: La Aurora is a large modern company with a diversified offer. Seeking to expand our portfolio and knowing the market need, we decided to launch KORA coffee, to provide the best coffee option for consumers in the Dominican market. On June 10 we launch Kora Coffee to the national market. Our product is available on 16,000 points of sale throughout most of the country.

CD: How many tests were necessary previous to the launch?

KF: After more than 3 years of development and market research. We have selected the best partners to have an excellent quality product. With a unique blend, our coffee developed by us for the enjoyment of all.

CD: What inspired the name of the brand? What does KORA mean?

KF: Kora is related to the heart (“Corazón” in Spanish). This product is made with passion and commitment from La Aurora’s heart. Also, our factory is located in Santiago de los Caballeros, known as the Heart City.

CD: How would you define Kora?

KF: Kora is the new coffee made with a mixture of selected and freshly roasted beans that gives you the best experience because it has an irresistible aroma and a fusion of flavors that will surprise you.

CD: Since coffee is one of the most demanded national products and one of the country’s main exports, what makes Kora coffee different from other brands?

KF: Not only are we looking to bring people a great cup of coffee, but we also want to bring humor to wherever they are, not with cliché jokes, but with a sarcastic tone that doesn’t look like anyone else and has a BOLD point of view of things, saying them without fear, making the brand feel genuine and with a magnetic attitude than the rest of the cadet category. Because a bit of humor can connect people regardless of the situation or context, thus building a community of fans who share a fascination for coffee and at the same time understand that any moment is better with humor.

CD: Is there any special feature that creators intentionally thought to make a difference from other brands, to be recognized in the market? The packaging, the process, the marketing?

KF: Our packaging was created to start conversations with our consumers. In each of our presentations, you will find 4 different phrases that will change by season. Each one shares our identity and personality.

CD: If you ask your clients to define Kora in one word, what do you think they would say?

KF: Delicious.