At the start of this month and week, Reus became the epicentre of vermouth thanks to the event organized by the Reus Chamber of Commerce, the “Reverse Trade Mission of Vermouth.” This initiative brought together importers from the Benelux region (Belgium, the Netherlands and Luxembourg) with the main producers of this beverage so deeply rooted in our city.
Among the participating companies and wineries, Miró Vermouth played a leading role as host of the city and historic ambassador of Reus vermouth around the world.
The event began on Monday with presentations from the participating wineries and companies, followed by individual meetings with each importer to explore the details of our brand and products. On the second day, importers visited our production facilities, discovered the elaboration process of our vermouths made with the original recipe, and concluded with a tasting session where they could experience both our classic references and our most innovative creations, such as Miró Rosé and Miró Zero.
The meeting provided an opportunity to exchange experiences, establish new business relationships and strengthen the international presence of Reus vermouth, a product with its own identity that combines tradition, quality and a strong connection to the region.
The Reverse Trade Mission of Vermouth was an enriching experience that reinforces Miró Vermouth’s internationalisation strategy, consolidating our commitment to sharing the essence of Reus vermouth and continuing to expand vermouth culture beyond our borders.
At Miró Vermouth, we remain committed to bringing the flavour, character and tradition of Reus to the world, faithful to a legacy that has been inspiring toasts and shared moments for over a century.
