Miró Vermouth continues to move forward with its national expansion and consolidation strategy through a new high-profile agreement. The vermouth brand has become an Official Partner of Roig Arena, the future major multi-purpose venue in the city of Valencia, thanks to a collaboration agreement that will extend over the coming years.
Through this partnership, Miró Vermouth will hold exclusivity within the vermouth category at the venue, being present across all food and beverage areas and bringing vermouth and aperitif culture closer to thousands of people attending concerts, sporting events, shows and top-level entertainment experiences.
This agreement represents another important step in Miró Vermouth’s growth beyond Catalonia, strengthening its presence in strategic and highly visible spaces throughout Spain. Collaborating with a project of the scale and projection of Roig Arena allows the brand to continue positioning itself as a benchmark within the vermouth sector, linking its image to innovative and experiential proposals connected to gastronomy and premium leisure experiences.
In addition to Miró Vermouth’s presence throughout the venue, the company will also introduce its premium brand Perucchi at the Poble Nou restaurant, one of the standout gastronomic spaces within Roig Arena. With this move, the company reinforces its commitment to offering high value-added products and continuing to drive innovation within the aperitif and cocktail world.
The agreement also includes the development of several brand activations and experiences linked to the vermouth universe. These will include afterwork sessions, tastings and experiential proposals designed to connect with new audiences and continue spreading the Mediterranean culture that is part of Miró Vermouth’s DNA.
Miró Vermouth’s General Manager, Montserrat Caelles, highlighted that “this agreement allows us to bring vermouth culture closer to new audiences in an innovative venue with great projection potential.” She also emphasized that “it is part of our growth strategy in environments where gastronomy, leisure and brand experience go hand in hand.”
With this new partnership, Miró Vermouth continues to strengthen a stage marked by expansion, innovation and the national and international projection of the brand. Founded in 1914 in Cornudella de Montsant and later moved to Reus — a historic city and benchmark in vermouth tradition — the company continues to preserve its essence and commitment to quality while opening new opportunities to bring vermouth to increasingly relevant settings.
Roig Arena, promoted by Juan Roig, will become one of Spain’s leading indoor multi-purpose venues, with an estimated maximum capacity of 20,000 spectators in concert mode and a strong commitment to innovation, culture and entertainment.
