At MaserGrup, we understand the growth of our companies and brands as a process that goes beyond commercial development. Building strong positioning, creating strategic relationships and being present in the spaces where the future of each sector is shaped are fundamental elements of our business vision.
Within this context, Miró Vermouth, a company belonging to MaserGrup, took part on 13 October as a sponsor of the sixth edition of La Vanguardia’s Comer Awards, held at Hotel Arts Barcelona.
The event brought together more than 200 professionals from different areas of the gastronomic sector, including chefs, front-of-house professionals, producers, artisans, wine specialists, pastry chefs and other key players in the food industry. It has become an important meeting point for recognising talent, sharing knowledge and highlighting projects that contribute to the evolution of gastronomy.
A strategy to bring Miró into new consumption occasions
For MaserGrup, Miró Vermouth’s participation in initiatives of this scale forms part of a strategy designed to strengthen its connection with gastronomy and expand the brand’s positioning opportunities within the professional channel.
The aim is to continue evolving from an identity deeply rooted in the tradition of Reus vermouth towards a brand capable of becoming part of new consumption occasions and gastronomic experiences. This evolution creates new commercial opportunities without losing sight of the origin, quality and expertise that have shaped Miró’s trajectory.
The collaboration with the Comer Awards also helps strengthen relationships with professionals and opinion leaders who play an important role in the transformation of gastronomy. For us, being close to chefs, producers, artisans, communicators and industry professionals means gaining a better understanding of the sector’s evolution and identifying new ways for our brands to create value.
Gastronomy, talent and innovation
The Comer Awards recognise gastronomy from a broad perspective, incorporating areas such as product, territory, memory, creativity and social impact.
This year’s winners included Dani Carnero, chef at Kaleja restaurant, with the C for Cuisine award; David Pallarès, from Ganivets Pallarès, with the O for Origin; writer and anthropologist Laura Sanz with the M for Memory; Mallorca’s Fundació Esment with the E for Empathy; and writer Luis Manuel García Méndez with the R for Storytelling.
The ceremony also recognised Carlo Petrini, founder of the Slow Food movement, with the Special Awareness Award, while Jordi Roca received the 2026 Special Award in recognition of his creativity and entrepreneurial capacity.
Building brands with identity and a forward-looking vision
Miró Vermouth’s participation in the Comer Awards is part of a broader line of work aimed at consolidating its presence in strategic gastronomic environments and strengthening relationships with the professional channel.
At MaserGrup, we are committed to supporting the development of our companies while respecting the individual identity of each project and, at the same time, promoting the spaces and opportunities that can contribute to their growth and evolution.
In the case of Miró Vermouth, its strong roots in Reus and its historical connection with vermouth culture provide a solid foundation on which to continue building. From this base, we work to strengthen a brand capable of combining tradition, innovation, gastronomy and new market opportunities.
Sponsorship of the 2026 Comer Awards therefore represents much more than a one-off presence at an event. It reflects a long-term strategy focused on generating connections, strengthening positioning and continuing to build value around one of the brands that forms part of MaserGrup.