The volume, titled Vermuts Miró and the history of vermouth in Reus (1914-2025), opens with a well-known quote from the writer Miquel Martí i Pol, setting the tone for the work. This publication, authored by historian and journalist Isabel Martínez Martínez, is the first title in the MaserGrup Business History Library.
“"It leads us to recover the origins to leverage the future."
During the press presentation, the director of Vermuts Miró, Montserrat Caelles, highlighted the company's trajectory as a “small, artisan, and family history, one hundred percent from Reus.” The public presentation of the book will take place next Tuesday, February 10, at 7 p.m., at Casa Navàs in Reus.
“"The history of a small, artisan, and family company, one hundred percent from Reus, and with great humility."
The book is structured around three main axes, as explained by Martínez: the origins of wines and vermouths in Camp de Tarragona; the history of the protagonists and milestones of the company between 1914 and 1920; and the assessment of the recent stage under MaserGrup. The author emphasized that the core of the work lies in the seven chapters detailing the trajectory, from the founding by rural doctor Emili Miró Olivé in 1914 to the relocation to Reus in 1957.
The acquisition of the company by MaserGrup SLU in 2020 marked a new phase of expansion and productive improvement, making Vermuts Miró the largest vermouth producer in Spain. Proceeds from the book sales will be allocated to research projects on vermouth in Catalonia and Spain.
