Cucumber works well to build automation for core functional tests that will be maintained & supported by a wider range of users. While Cucumber supports integration with data sources (e.g. Excel) for data-driven testing, Awetest/Ruby is best for building a more scalable framework to support more complicated multi-role/visibility-matrix/etc. type tests.
As always, the core benefit of Awetest is that you're not limited by a single technology or library -you can use both in the context of the application being tested.