The Reus-based vermouth producer, founded in 1914 and a market leader in the sector, acquires Perucchi 1876, the oldest brand on the market.
Vermuts Miró (Emilio Miró Salvat, SAU), part of the Reus-based business group MaserGrup and owned by entrepreneur Xavier Martinez, strengthens its leadership in the Spanish market by expanding its portfolio with the Perucchi brand, known for its artisanal and premium character.
Perucchi is currently ranked fourth in sales volume within the premium vermouth segment in Spain, according to international wine and spirits consultancy IWSR.
Perucchi 1876 currently operates through three business units, (1) the production and marketing of vermouth and liqueurs, (2) the wine, cava, and vermouth distributor DVVD Barcelona, focused on hospitality clients in the Barcelona metropolitan area, and (3) the vermouth, wine, and spirits store VINS&CO, located at Aribau Street 177 in Barcelona, which offers the city’s most extensive and locally sourced selection.
Perucchi is the first vermouth brand to be produced in Spain, dating back to 1876. Its founder, Augustus Perucchi, originally from Turin (Italy), settled in Barcelona that same year, where he lived until his final days without leaving descendants. To this day, the original 1876 recipe is preserved in our Perucchi Gran Reserva vermouth, the brand’s flagship and best-selling product.
Xavier Martinez, owner of Masergrup
The secret formula of Perucchi Gran Reserva is made from 50 natural botanicals, a base of high-quality white wine—primarily Macabeo—and sugar. After macerating the botanicals in alcohol, the blend is aged for an average of three years using the traditional solera and criadera system in oak vats (foudres) ranging from 4,500 to 9,000 liters, dating back to 1876. This means that every bottle of Perucchi may contain a drop from its founding year.
In addition to its premium and super-premium vermouth lines, Perucchi 1876 also produces an exclusive Spritz aperitif, made with mandarin, bitter oranges, and high-quality liqueurs such as Limoncello, Arancello, and coffee liqueur—all original Italian recipes from the early 20th century.
With the acquisition of Perucchi 1876 by Vermuts Miró, both brands are set to benefit from multiple synergies—both industrial and commercial—across the national HORECA market and the modern food retail channel. Perucchi currently exports to over 10 countries, with the United States as its main international market, along with strong online sales.
Perucchi will continue operating its three business units (production, distribution, and retail), which will be strengthened and remain fully active. All staff will retain their current roles, salaries, and seniority as they transition to the new company.
The Miró–Perucchi group expects double-digit annual growth in the coming years, consolidating its leadership in production and brand recognition in the market.
About MaserGrup
Founded by Xavier Martinez in 1997, MaserGrup is one of the leading business groups in the province of Tarragona. It is made up of companies such as Tecnol, Fruselva, and Miró, among others, operating across multiple sectors—making it one of the most diversified companies in southern Catalonia. The group also owns Casa Navàs in Reus, a jewel of European Modernisme that still preserves all its original interior furnishings. It is one of the most visited buildings in the Tarragona region.
MaserGrup employs more than 1,200 people across three continents and expects to reach a turnover of €230 million in 2025, representing a 50% growth compared to the previous year—driven especially by the expansion of Fruselva Global, S.A., the group’s growth engine, which operates three global factories and has a commercial presence in over 60 countries.
