Aladino: Bestseller
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Aladino: A Family Story of Tobacco Culture
Of course, the name immediately evokes the famous oriental “fairy tale.” Naming a brand after a legend is a clever idea, especially for JRE, the company behind Aladino. Here, tobacco is a family affair—a value that resonates with us as a family business as well. But it gets even more exciting when you learn which family is behind it…
Eiroa and Camacho Behind Aladino
JRE stands for Julio R. Eiroa, a name that likely rings a bell for cigar enthusiasts. Julio, an exiled Cuban, left Cuba after the revolution and made his way to Honduras, where he built a small empire as a tobacco farmer.
Julio stepped into the spotlight of the cigar world in 1995 when he and his son Christian acquired Camacho. At the time, the relatively unknown brand soon gained an outstanding reputation. Today, it is one of the top brands for premium cigars of medium to full strength.
Aladino Cigars: A Tobacco World Fairy Tale
This success is due to the relentless dedication and sharp instinct of the Eiroas. Favorable circumstances also played a role: the cigar boom of the late 1990s and early 2000s propelled their success. Word of their quality spread, even among industry experts. In 2008, Oettinger/Davidoff purchased the brand.
Not only were Camacho cigars exceptional, but so was the acquisition price. While official figures remain undisclosed, rumors suggest the deal exceeded $30 million. Christian reportedly treated himself to a luxury Italian car and a sleek boat with his share—although these details remain unverified. He stayed on as an employee at Davidoff for some time before venturing into new projects. His brands Eiroa and CLE continue to make waves in the industry.
A Father-Son Project
Julio stepped out of the spotlight for a while. As a sought-after tobacco farmer, he was far from idle, and with his share of the Camacho deal, his retirement was secure. However, cigars are not just a business; they are a culture, one that even age cannot deter. In 2016, Julio and his eldest son Justo founded Aladino. The brand, whose tobaccos come exclusively from the family’s farms, has been available in Germany since 2023.
While Julio’s life story has a fairy-tale quality, Aladino has little to do with the tale from 1001 Nights. In fact, El Aladino is the name of the family’s tobacco factory in Danlí, southern Honduras. It replaced the former Rancho Jamastran facility, which was sold to Oettinger/Davidoff as part of the Camacho deal. The name El Aladino comes from a now-closed movie theater in the area.
