At MaserGrup, we understand that the growth of our companies also depends on being present in environments that can generate visibility, engagement and new positioning opportunities. In line with this approach, Miró Vermouth, a company within the group, has once again collaborated with the RAC1 Run, an initiative that brings together sport, territory, communication and community participation.
On Sunday 18 October, Platja d’Aro hosted the eleventh edition of the race, which brought together nearly 3,000 participants on a five-kilometre route through Castell d’Aro, Platja d’Aro and S’Agaró.
For MaserGrup, this collaboration forms part of a strategy aimed at strengthening the relationship between our brands and new audiences, while expanding the contexts in which they can remain relevant.
Miró Zero, new consumption occasions
One of the highlights of the day was Miró Zero, Miró Vermouth’s alcohol-free aperitif. After crossing the finish line, participants were able to celebrate with this product and discover a different way of enjoying the aperitif moment.
Its presence in a sporting environment highlights the versatility of Miró’s portfolio and helps the brand connect with evolving consumer habits. For MaserGrup, this ability to adapt is key to continuing to develop competitive brands that can evolve without losing their identity.
Building brands beyond the product
At MaserGrup, we are committed to brands with a strong identity and a close relationship with people. Participation in sporting, gastronomic, social and cultural events helps create experiences, strengthen positioning and increase the visibility of the companies within the group.
In the case of Miró Vermouth, this strategy combines its strong roots in Reus and vermouth culture with a clear commitment to innovation and evolution.
The collaboration with the RAC1 Run is a good example: an initiative that brings Miró Zero closer to new audiences, explores new consumption occasions and strengthens the brand’s connection with the local community.
At MaserGrup, we continue working to develop companies capable of growing through a combination of identity, innovation, diversification and proximity to consumers.
paces de créixer a partir de la combinació d’identitat, innovació, diversificació i proximitat amb el consumidor.