Today, MaserGrup officially presented the book Vermuts Miró and the History of Vermouth in Reus to the media, a work that traces over a century of tradition, industry, and identity closely linked to vermouth and the city of Reus. The event took place at Casa Navàs, an iconic modernist building in Reus, managed and partially owned by MaserGrup, a space that reflects the group’s commitment to heritage, culture, and the city.
The volume, written by historian Isabel Martínez Martínez, carries the subtitle 1914 – 2025 · A History of 111 Years and becomes the first title in the new MaserGrup Business History Library collection, an editorial project launched by the group to preserve and disseminate the region’s business heritage.
Isabel Martínez Martínez (Cambrils, 1973) has a strong background in historical and social research. Her previous works include Amb veu de dona. Política municipal i dones a Reus and the coordination of the publication Reus 1970/2020. The Transformation of a City. In this new work, the author focuses on vermouth as an economic, cultural, and identity-related phenomenon, using Vermuts Miró, a company integrated into MaserGrup, as the guiding thread of a narrative that goes far beyond the strictly business sphere.
The book is structured into 11 chapters that review the evolution of vermouth from its origins to the present day, as well as the trajectory of Vermuts Miró in the context of Reus, Catalonia, and Spain as a whole. Throughout its pages, historical data, social context, and an analysis of the key role vermouth has played in establishing Reus as an undisputed reference for this product are presented.
One of the main values of the publication is its commitment to the sector: 100% of the profits from the book’s sales will be entirely allocated to research and the promotion of vermouth in Catalonia and Spain, further reflecting MaserGrup’s active contribution to the future and the dissemination of vermouth culture.
With this first publication, MaserGrup launches the MaserGrup Business History Library collection, an initiative designed to highlight business history as a fundamental part of collective heritage, debuting with a book that asserts vermouth as an essential element of Reus’s identity and historical legacy.