The collective El Masclet is celebrating a quarter-century of commitment to Reus's culture. This milestone underscores the group's deep roots and the sense of identity surrounding its drink, made with Vermut de Reus and Plim. For twenty-five years, El Masclet's connection with Reus's festive celebrations has become inseparable, with events integrated into the main festivals, such as the Ruta del Masclet and the Masclet Contest, which marked its twentieth edition last year. To commemorate the anniversary, several initiatives have been launched, including the creation of an anthem and the caliplet, the first masclet ice cream, developed by Xalats.
The origins of the drink date back to the early 21st century, stemming from a chance encounter in a bar in Reus between singer-songwriter Fito Luri and two Culture technicians from the Reus City Council. As Luri recalls, the idea arose from combining two genuinely Reus products, resulting in a formula that was born simply yet poetically. Given the impossibility of direct involvement from the City Council due to it being an alcoholic beverage, the drink was incorporated into the activities of La Padrina, a musical group to which Luri belonged, debuting in an event similar to a 'correbars' (bar crawl).
Despite initial "many detractors" who questioned the name as sexist, the drink gradually gained followers. The first public presentation had modest attendance, but the proposal grew in participants with each edition, becoming a fixture on the calendar. After the second edition, Fito Luri withdrew, marking the beginning of the El Masclet collective.
“"It was born like this, in the simplest yet most poetic way."
Fito Luri highlights that the masclet has become a drink for everyone, maintaining its youthfulness even as its creators have aged. The formula consists of Vermouth, Plim, ice, and a little sugar. Luri also expressed concern about excessive consumption and underage access to alcoholic beverages, advocating that festivities should extend beyond alcohol and that the city's signature drink should not promote drunkenness. The collective aims not to "champion" excess but to promote a popular tradition where music, culture, and citizen participation play a fundamental role.
The work of the El Masclet collective, celebrating its twenty-fifth anniversary this year, is crucial for the drink's continuity. One of its members, Oriol Veciana, emphasizes the entity's efforts in organizing activities during the main festival. Veciana joined the collective after inquiring via social media and highlights the "behind-the-scenes work" which, although it might seem "chaotic" from the outside, includes processing permits, preparing mixtures, and coordinating collaborating entities. They aspire to maintain cultural impact in a "new phase".
A central event of the anniversary was a musical vermouth on June 13th in Martí Napolità street. The masclet anthem, performed by the Banda del Masclet, was presented, along with the caliplet, the masclet ice cream. Twenty-five barrels were launched, and a cake was cut, accompanied by music from PD Tallades at La Juliana.
The collective's current focus is on the Ruta del Masclet. Following the opening speech by writer Coia Valls, who will take the first tasting, the traditional barrel launch will commence. Veciana emphasizes the satisfaction of seeing the Mercadal square packed, demonstrating that "the work has been done well" and that "people continue to believe in the culturality of the Masclet." The route will feature musical accompaniment from Bandsonats and Bufacanyes, promising "many surprises" and "much more music".
The celebration is made possible through the collaboration of festive groups. The event's growth presents logistical challenges, seeking a "balance between festivity and order" to ensure everyone's enjoyment. The route has been extended to avoid overcrowding, with a call for "responsibility".
Looking ahead, the collective is considering potential modifications to the Masclet Contest format. Veciana states that "there's no need to wait for a round number to do great things" and they are open to collaborating on initiatives to make Reus a "city of culture," analyzing youth trends to "change to continue accompanying them." He concludes that "even though the masclet is a drink, it is also culture."
