At MaserGrup, we strengthen our commitment to the territory with the new Miró vermouth bar at PortAventura

At MaserGrup, we continue advancing our growth strategy by reinforcing one of our core commitments: our connection to the territory and its international projection. The recent opening of a new vermouth bar by Miró Vermouth at PortAventura World is a clear example of this vision.

Located in the Mediterranean area of the park, in the surroundings of the Moll Vell and the iconic boats Catalunya and Havana, this new space will open on May 8th. It is a large-format concept designed to offer an immersive experience where vermouth tradition and Mediterranean culture merge within a leading international leisure destination.

At MaserGrup, we see this project as an opportunity to bring local products to a global audience, strengthening the positioning of our brands in highly visible environments. The new vermouth bar will allow visitors to discover the full range of Miró products in a setting that combines gastronomy and culture, highlighting the brand’s origin and identity.

This initiative is part of a collaboration and sponsorship agreement with PortAventura World valid until the end of the 2028 season, with the possibility of extension until 2029. Beyond this new space, Miró’s presence will expand across other food and beverage outlets in the park as well as the resort’s hotels, consolidating a coherent and long-term expansion strategy.

For MaserGrup, this opening represents much more than a commercial action. It is the embodiment of our way of understanding growth: supporting rooted brands, projecting them onto leading international stages, and connecting them with new audiences without losing their essence.

We continue working to generate value from the territory, promoting initiatives that combine tradition, innovation, and international projection, allowing us to bring the name of Reus and its culture to new spaces and audiences.