MaserGrup continues to move forward with its growth and brand positioning strategy within the gastronomic and experiential sector through a new agreement of major relevance for the company’s future. Through its brands Miró Vermouth and Perucchi, the business group has signed a strategic alliance with Roig Arena, becoming an official partner of the new major multi-purpose venue in the city of Valencia.
This agreement represents an important step forward within the national expansion plan promoted by MaserGrup in recent years, strengthening the presence of its brands in highly visible and strategic spaces linked to gastronomy, entertainment, culture and leisure. Thanks to this collaboration, Miró Vermouth will hold exclusivity in the vermouth category within the venue, being present in all food and beverage areas and bringing aperitif culture closer to thousands of attendees visiting the venue for concerts, sporting events and major shows.
In addition, the alliance will introduce the premium brand Perucchi into the Poble Nou restaurant, one of the standout gastronomic spaces within the Valencian venue. With this move, MaserGrup continues to reinforce its commitment to growing brands with strong identity, added value and the ability to connect with new audiences and consumption trends.
The group highlights that this collaboration fully aligns with the expansion and positioning strategy currently being developed, focusing on partnerships with major nationally recognized projects. In this context, the incorporation into Roig Arena comes only weeks after MaserGrup’s commitment to another high-impact strategic collaboration with PortAventura World, reaffirming the group’s intention to continue growing within experiential and large-scale environments.
The agreement with Roig Arena also includes the development of brand activations, gastronomic experiences, afterwork sessions and tastings, strengthening the connection between product, experience and consumer. All of this will continue positioning both Miró Vermouth and Perucchi in spaces where brand experience plays a key role.
For MaserGrup, these kinds of partnerships not only represent an opportunity for visibility, but also a strategic commitment to the future and the consolidation of its brands nationwide. The company continues working to promote projects that allow it to expand markets, connect with new audiences and strengthen the positioning of historic brands with deep tradition, adapting them to new environments and consumption habits.