{"id":238164,"date":"2026-05-13T15:04:25","date_gmt":"2026-05-13T13:04:25","guid":{"rendered":"https:\/\/vermutmiro.com\/el-futuro-del-vermut-tradicion-innovacion-y-sostenibilidad-diari-de-tarragona\/"},"modified":"2026-05-13T15:10:53","modified_gmt":"2026-05-13T13:10:53","slug":"el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat","status":"publish","type":"post","link":"https:\/\/vermutmiro.com\/ca\/el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat\/","title":{"rendered":"El futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat &#8211; Diari de Tarragona"},"content":{"rendered":"<blockquote><p>El Diari de Tarragona ha publicat a la secci\u00f3 <em data-start=\"68\" data-end=\"80\">La Tribuna<\/em> un article d\u2019opini\u00f3 de Montse Caelles, directora general de <strong>Mir\u00f3 Vermouth<\/strong>, sota el t\u00edtol <em data-start=\"198\" data-end=\"259\">\u201c<a href=\"https:\/\/www.diaridetarragona.com\/opinion\/tribuna\/260035\/futur-vermut-tradicio-innovacio-i-sostenibilitat.html\">El futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat<\/a>\u201d<\/em>.<\/p>\n<p data-start=\"262\" data-end=\"524\" data-is-last-node=\"\" data-is-only-node=\"\">Un article que reflexiona sobre els reconeixements recents de la marca i el cam\u00ed que est\u00e0 recorrent Mir\u00f3 per adaptar-se als nous h\u00e0bits i criteris dels consumidors, convertint el vermut en una experi\u00e8ncia que combina tradici\u00f3, innovaci\u00f3 i nous moments de consum:<\/p>\n<\/blockquote>\n<p>Hi \u00a0ha moments en qu\u00e8 un reconeixement va m\u00e9s enll\u00e0 d\u2019un premi. Els guardons obtinguts recentment als Premis Vinari de Vermuts 2026 no nom\u00e9s parlen de la qualitat d\u2019uns productes concrets, s\u00f3n tamb\u00e9 un reflex del moment que viu el m\u00f3n del vermut: un sector en transformaci\u00f3, atent a les noves sensibilitats del consumidor i comprom\u00e8s amb un futur m\u00e9s sostenible.<\/p>\n<p>Des de la nostra experi\u00e8ncia com a elaboradors, tenim cada vegada m\u00e9s clar que el vermut del futur no es pot entendre nom\u00e9s com una beguda, sin\u00f3 com una experi\u00e8ncia que connecta territori, cultura i manera de viure. I \u00e9s en aquest punt on tradici\u00f3 i innovaci\u00f3 deixen de ser conceptes oposats per convertir-se en aliats.<\/p>\n<p>Els Premis Vinari d\u2019enguany han reconegut precisament aquesta capacitat d\u2019evoluci\u00f3. Propostes com <a href=\"https:\/\/vermutmiro.com\/ca\/producto\/aperitiu-miro-zero-75cl\/\">Mir\u00f3 Fusi\u00f3n<\/a> o <a href=\"https:\/\/vermutmiro.com\/ca\/producto\/aperitiu-miro-zero-75cl\/\">Mir\u00f3 Ros\u00e9<\/a> exploren nous camins sensorials i connecten amb un consumidor que busca frescor, versatilitat i nous formats de consum. I l\u2019aperitiu <a href=\"https:\/\/vermutmiro.com\/ca\/producto\/aperitiu-miro-zero-75cl\/\">Mir\u00f3 Zero<\/a>, tamb\u00e9 guardonat, respon a una tend\u00e8ncia creixent: gaudir del ritual del vermut sense alcohol, sense renunciar a l\u2019experi\u00e8ncia. Aquestes tres l\u00ednies s\u00f3n exemples de cap a on es dirigeix el sector.<\/p>\n<p>El vermut forma part de la nostra identitat mediterr\u00e0nia. Les aromes de farigola o roman\u00ed, la pres\u00e8ncia de la taronja o la regal\u00e8ssia van m\u00e9s enll\u00e0 de purs ingredients, s\u00f3n paisatge embotellat. Per\u00f2 avui, preservar aquesta ess\u00e8ncia implica tamb\u00e9 revisar com produ\u00efm, com seleccionem les mat\u00e8ries primeres i quin impacte generem.<\/p>\n<p>Aix\u00ed mateix, la sostenibilitat ja no \u00e9s una opci\u00f3, \u00e9s una responsabilitat. Parlem d\u2019un comprom\u00eds amb el territori, amb els prove\u00efdors i amb els consumidors. Apostar per processos m\u00e9s eficients, per reduir l\u2019impacte ambiental i per posar en valor els productes de proximitat \u00e9s, avui, part inseparable de la qualitat.<\/p>\n<p>En paral\u00b7lel, estem vivint un canvi profund en els h\u00e0bits de consum. El vermut ja no \u00e9s nom\u00e9s aquell moment cl\u00e0ssic del migdia, s\u2019ha convertit en una beguda vers\u00e0til, present en nous formats, en combinacions m\u00e9s creatives i en moments m\u00e9s diversos. Aquesta evoluci\u00f3 ens obliga a escoltar, a adaptar-nos i a innovar sense perdre l\u2019\u00e0nima. El consumidor actual busca noves experi\u00e8ncies, per\u00f2 tamb\u00e9 vol opcions m\u00e9s saludables, m\u00e9s lleugeres i adaptades a diferents estils de vida. L\u2019auge dels aperitius sense alcohol no \u00e9s una moda passatgera, sin\u00f3 una expressi\u00f3 d\u2019aquesta nova manera d\u2019entendre el consum.<\/p>\n<p>Innovar, per\u00f2, no vol dir trencar amb tot. Vol dir evolucionar amb coher\u00e8ncia. Incorporar nous perfils arom\u00e0tics, explorar nous formats o atrevir-se amb propostes diferents ha de ser sempre un exercici de respecte cap a l\u2019origen. Perqu\u00e8 \u00e9s precisament aquest equilibri el que dona sentit al producte.<\/p>\n<p>El futur del vermut passa, tamb\u00e9, per la capacitat de generar comunitat. El ritual del vermut continua sent un espai de trobada, de conversa i de pausa. I en un m\u00f3n cada vegada m\u00e9s accelerat, aquesta dimensi\u00f3 social adquireix encara m\u00e9s valor.<\/p>\n<p>Des de Reus, bressol hist\u00f2ric del vermut, i Vermuts Mir\u00f3, tenim la responsabilitat i l\u2019oportunitat de liderar aquest cam\u00ed. De demostrar que es pot cr\u00e9ixer sense renunciar a l\u2019ess\u00e8ncia, que es pot innovar des del respecte i que es pot competir en un mercat global mantenint una forta identitat local.<\/p>\n<p>Els Premis Vinari ens indiquen que avancem en la bona direcci\u00f3, per\u00f2 tamb\u00e9 ens recorden que el repte continua. El futur del vermut ser\u00e0 sostenible, o no ser\u00e0. I ser\u00e0 innovador, per\u00f2 nom\u00e9s si sap mantenir viva la seva arrel. Perqu\u00e8, al capdavall, el vermut no \u00e9s nom\u00e9s el que hi ha dins la copa. \u00c9s tot el que hi ha darrere.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Diari de Tarragona ha publicat a la secci\u00f3 La Tribuna un article d\u2019opini\u00f3 de Montse Caelles, directora general de Mir\u00f3 Vermouth, sota el t\u00edtol \u201cEl futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat\u201d. Un article que reflexiona sobre els reconeixements recents de la marca i el cam\u00ed que est\u00e0 recorrent Mir\u00f3 per adaptar-se als nous [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":238161,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-238164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat - Diari de Tarragona - Mir\u00f3 Vermouth | El aut\u00e9ntico vermouth de Reus<\/title>\n<meta name=\"description\" content=\"El Diario de Tarragona ha publicat a la secci\u00f3 La Tribuna un article d&#039;opini\u00f3 de Montse Caelles, directora general de Mir\u00f3 Vermouth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vermutmiro.com\/ca\/el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat - Diari de Tarragona - Mir\u00f3 Vermouth | El aut\u00e9ntico vermouth de Reus\" \/>\n<meta property=\"og:description\" content=\"El Diario de Tarragona ha publicat a la secci\u00f3 La Tribuna un article d&#039;opini\u00f3 de Montse Caelles, directora general de Mir\u00f3 Vermouth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vermutmiro.com\/ca\/el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat\/\" \/>\n<meta property=\"og:site_name\" content=\"Mir\u00f3 Vermouth | El aut\u00e9ntico vermouth de Reus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/VermutMiro\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-13T13:04:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-13T13:10:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/vermutmiro.com\/wp-content\/uploads\/2026\/05\/magnific_extend-the-uploaded-image_2974556912.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2224\" \/>\n\t<meta property=\"og:image:height\" content=\"1664\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"miro\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"miro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/vermutmiro.com\\\/ca\\\/el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/vermutmiro.com\\\/ca\\\/el-futur-del-vermut-tradicio-innovacio-i-sostenibilitat\\\/\"},\"author\":{\"name\":\"miro\",\"@id\":\"https:\\\/\\\/vermutmiro.com\\\/#\\\/schema\\\/person\\\/2ed1d6042af6a55cb26dce1a0b031660\"},\"headline\":\"El futur del vermut: tradici\u00f3, innovaci\u00f3 i sostenibilitat &#8211; 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