Yesterday, April 7, Miró Vermouth experienced a very special day at Casa Navàs, hosting the public presentation of the book “Vermuts Miró and the history of vermouth in Reus”, written by historian Isabel Martínez.
Following an initial presentation aimed at the media a few weeks ago, this new event sought to bring the work closer to the general public at a particularly symbolic time, just ahead of Sant Jordi and World Book Day. The event opened the doors of Casa Navàs to everyone interested in discovering firsthand the history of a brand deeply rooted in the city of Reus.
The book provides a rigorous and well-documented look at the origins of Miró, answering key questions such as what led a rural doctor from Priorat to begin commercializing vermouth, what path this business initiative followed, and how it eventually became established in Reus. Through this research, the author builds a narrative that connects business history with the social and economic context of the region, offering a comprehensive view of the evolution of vermouth as an identity element.
During the presentation, Miró Vermouth’s director, Montserrat Caelles, highlighted the brand’s cultural dimension, stating that “companies like Miró do not only create products: they shape culture and become part of the emotional landscape of a territory.” This reflection emphasizes Miró’s role not only as a producer but also as an active contributor to preserving and promoting local heritage.
The event drew a large audience, demonstrating the growing interest in the history of vermouth and in initiatives that connect culture and territory. Once again, Casa Navàs became a meeting point between tradition and modernity, reinforcing its role as a key cultural venue in the city.
The event concluded with a tasting of Miró products in a relaxed and festive atmosphere. Attendees enjoyed a pleasant “tardeo” with music and a great ambiance, while also having the opportunity to purchase copies of the book and exchange impressions, opinions, and expectations about the publication.
Through this initiative, Miró Vermouth reaffirms its commitment to culture, history, and the territory, helping to keep the spirit of vermouth alive in Reus and to pass it on to future generations.
