On September 25 and 26, the Miró Vermouth team had the pleasure of welcoming the commercial team from Grupo La Navarra, a strategic partner of the brand, to Reus. The seminar combined work, shared experiences, and moments to strengthen team cohesion with a common goal: to keep growing the vermouth of Reus both within and beyond our borders.
The first day began with a visit to the Miró and Masergrup facilities, where attendees had the opportunity to learn first-hand about the vermouth production process, as well as the values of tradition and innovation that guide every step of our project. The program also included the chance to discover other facilities connected to the business group, such as the iconic Casa Navàs, a jewel of Reus’ modernism and a unique space that reflects our commitment to the city and its heritage.
Beyond the experiential side, the seminar was an opportunity to align strategies, share objectives, and work together on future challenges. Key topics addressed included expansion into new markets, the positioning of Miró’s most recent products – such as Miró Rosé and the innovative Miró Zero – as well as initiatives aimed at further consolidating Miró as the leading vermouth brand in Spain.
The seminar concluded with a very special activity: a blind tasting of different Miró vermouths. This exercise allowed participants to rediscover nuances, aromas, and flavors from a fresh perspective, showcasing the versatility and richness of our range.
This seminar not only strengthened the bond between Miró and Grupo La Navarra, but also confirmed that the future is built on trust, teamwork, and passion for what we do. At Miró Vermouth, we are convinced that partnerships like this are key to continuing to take the essence of vermouth from Reus ever further.
