Since 1914, Miró Vermouth has been synonymous with tradition, quality and authenticity in the world of vermouth. Its history, rooted in the Priorat region and later in Reus, reflects a path of dedication and excellence that has continued over the decades.
Origins in Cornudella de Montsant
The Miró story begins in 1914 in Cornudella de Montsant, a picturesque village in the province of Tarragona. It was here that the Miró family began its wine trading activities, setting up shop at number 46, Calle Mayor. This initial ase was fundamental in laying the foundations of a tradition that is still alive today.
Relocation and consolidation in Reus
In 1957, in order to expand and reach a wider market, the company moved to Reus, a city with a rich vermouth tradition. In this new stage, Emilio Miró y Cía. was founded, concentrating on the production of aromatised wines and bulk liqueur wines. The company was first located at 21 Tetuán Street and later, in 1963, at 45 Ample Street.
The 1970s brought new changes. In 1975, the company was renamed Emilio Miró Salvat, S.A., and a year later it moved to its current headquarters at 10 Gual Street in Reus. This move marked the beginning of a new era of growth and innovation for the company.
Specialisation and international expansion
The year 1983 was a turning point for Miró Vermouth. The company specialised in the production of bottled products, with its iconic Vermouth Rosso, Bianco and Extra Dry standing out. This specialisation allowed the brand to consolidate its position in the domestic market and begin its international expansion.
In the 1990s, under the management of the second generation of the family, Miró focused its efforts on its own brand and the production of the traditional Reus Vermouth. This strategy led to significant growth for the company, strengthening its presence both nationally and internationally.
Innovation and adaptation to new times
The period between 2016 and 2019 was marked by the start of production for third parties, both in terms of distribution brands and co-production. Following the death of Pere Miró Aguadé in 2016, his wife, Remei Prats, and son took over the management of the company, bringing a new vision and adapting to the challenges of the current market.
In 2020, Miró Vermouth was acquired by Masergrup, ushering in a new phase marked by geographical expansion, the launch of new products and the consolidation of the brand in an increasingly competitive market.
Commitment to quality and tradition
Throughout its history, since 1914, Miró Vermouth has maintained its original formula, a family secret handed down from generation to generation. Each bottle is the result of a careful selection of ingredients and knowledge of their combination, reflecting more than a hundred years of passion and dedication.
Today, Miró Vermouth continues to combine traditional craftsmanship with the latest technologies in filtration, stabilisation and packaging systems, ensuring that every experience with Miró Vermouth is as fresh and exciting as the day it was made.
The history of Miró Vermouth is a testament to how tradition and innovation can go hand in hand, creating products that stand the test of time and continue to delight the most discerning palates around the world.
