{"id":5844,"date":"2026-10-19T09:54:42","date_gmt":"2026-10-19T09:54:42","guid":{"rendered":"https:\/\/masergrup.com\/miro-vermouth-reforca-la-seva-connexio-amb-nous-publics-a-traves-de-la-cursa-de-rac1\/"},"modified":"2026-10-19T10:01:55","modified_gmt":"2026-10-19T10:01:55","slug":"miro-vermouth-strengthens-its-connection-with-new-audiences-through-the-rac1-run","status":"publish","type":"post","link":"https:\/\/masergrup.com\/en\/miro-vermouth-strengthens-its-connection-with-new-audiences-through-the-rac1-run\/","title":{"rendered":"Mir\u00f3 Vermouth strengthens its connection with new audiences through the RAC1 Run"},"content":{"rendered":"<p>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, Mir\u00f3 Vermouth, a company within the group, has once again collaborated with the <a href=\"https:\/\/www.lacursaderac1.cat\/ca\/\">RAC1 Run<\/a>, an initiative that brings together sport, territory, communication and community participation.<\/p>\n<p>On Sunday 18 October, Platja d\u2019Aro hosted the eleventh edition of the race, which brought together nearly 3,000 participants on a five-kilometre route through Castell d\u2019Aro, Platja d\u2019Aro and S\u2019Agar\u00f3.<\/p>\n<p>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.<\/p>\n<h2><\/h2>\n<h4><strong>Mir\u00f3 Zero, new consumption occasions<\/strong><\/h4>\n<p>One of the highlights of the day was Mir\u00f3 Zero,<a href=\"https:\/\/masergrup.com\/en\/companies\/#Miro\"> Mir\u00f3 Vermouth\u2019s<\/a> 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.<\/p>\n<p>Its presence in a sporting environment highlights the versatility of Mir\u00f3\u2019s 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.<\/p>\n<h2><\/h2>\n<h4><strong>Building brands beyond the product<\/strong><\/h4>\n<p>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.<\/p>\n<p>In the case of Mir\u00f3 Vermouth, this strategy combines its strong roots in Reus and vermouth culture with a clear commitment to innovation and evolution.<\/p>\n<p>The collaboration with the RAC1 Run is a good example: an initiative that brings Mir\u00f3 Zero closer to new audiences, explores new consumption occasions and strengthens the brand\u2019s connection with the local community.<\/p>\n<p>At MaserGrup, we continue working to develop companies capable of growing through a combination of <strong>identity, innovation, diversification and proximity to consumers<\/strong>.<\/p>\n<p>paces de cr\u00e9ixer a partir de la combinaci\u00f3 d\u2019<strong>identitat, innovaci\u00f3, diversificaci\u00f3 i proximitat amb el consumidor<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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, Mir\u00f3 Vermouth, a company within the group, has once again collaborated with the RAC1 Run, an initiative that brings together sport, territory, communication and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[40],"tags":[],"class_list":["post-5844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-miro-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mir\u00f3 Vermouth strengthens its connection with new audiences through the RAC1 Run - MASERGRUP<\/title>\n<meta name=\"description\" content=\"MaserGrup strengthens Mir\u00f3 Vermouth\u2019s positioning through the RAC1 Run, bringing 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