At MaserGrup, we approach the development of the companies within the group through a vision that combines strong local roots, innovation, brand positioning and the creation of new business opportunities. Within this framework, Miró Vermouth continues to advance a strategic line that strengthens its connection with gastronomy, the professional channel and the local area.
Over recent weeks, Miró has taken part in several initiatives that share a common objective: to expand the brand’s presence in high-value gastronomic environments, create new professional connections and continue positioning Reus vermouth as a contemporary, versatile product with a strong identity of its own.
One of these events was the annual Euro-Toques Catalunya Assembly, held on 20 and 21 September in La Ràpita and the Ebro Delta. The event brought together leading chefs and professionals from the Catalan gastronomic sector to discuss local products, innovation, territory and the future of cuisine. In this context, Miró presented its Gran Reserva, recognised at the World Vermouth Awards, bringing one of its most emblematic products closer to top-level industry professionals.
Closer ties with the professional channel and new business opportunities
This strategy also has a clear commercial dimension. On 28 September, Miró Vermouth held a portfolio presentation at Hotel Fontanals aimed at the HORECA channel, in collaboration with Ramon Rovira Vins i Caves. The session showcased references such as Miró Rosso, Bianco, Rosé, Gran Reserva and Zero, while also exploring new ways of consuming vermouth beyond the traditional aperitif occasion.
For MaserGrup, initiatives of this kind are particularly relevant because they allow us to listen directly to the market, understand the needs of professionals and identify new avenues for commercial development. The ability to adapt products to different consumption occasions, facilitate their integration into the operations of bars, restaurants and hotels, and create added-value proposals forms part of a vision focused on the brand’s sustainable growth.
Gastronomy, territory and brand positioning
On 30 September, Miró also took part in the Encuentros Comer Tarragona “Entre el Mar y la Viña”, held in Cambrils. The event brought together professionals from gastronomy, hospitality and the agri-food sector, alongside institutional representatives, to explore the potential of local products and the territory as drivers of opportunity. Miró participated in the round table “Una gran despensa”, focused on the diversity of local products and the role of companies, producers and institutions in promoting them.
From MaserGrup’s perspective, these three participations reflect the same approach to growth: **building brands from their origins, strengthening their