The roots of vermouth
The word wermut has its origin in German, where it means “wormwood”, an essential plant in the production of this drink.
If we go back to ancient Greece, wines were already flavored with various aromatic plants and herbs. This tradition continued in the Roman Empire and was later modernized in the 18th century by various Italian wineries.
At that time, Reus was among the three main world markets where the price of eau-de-vie was fixed, along with Paris and London. However, in 1863, the phylloxera plague devastated the vineyards of the Tarragona region, interrupting wine production. It was then that the vermouth market began to flourish, taking advantage of the availability of brandy and the tradition of macerating herbs and spices.
Its commercialization and popularity
Reus has a long history in the manufacture and marketing of vermouth, with wineries that are still active today, producing this drink since the nineteenth century.
Throughout the twentieth century, the city came to concentrate more than thirty brands of vermouths, consolidating itself as the epicenter of this tradition. Among them is Miró Vermouth, which was founded in 1914 to become one of five state brands of reference.
The origin and tradition have consolidated Reus as the cradle of vermouth in Spain.
Taste innovation
Over the years, Reus has not only been a center of production, but also a focus of innovation in the world of vermouth. The city has witnessed a constant evolution in the production of this drink, adapting to new consumer trends and creating products that have transcended borders.
At Miró Vermouth we stand out for continuing to elaborate products with the traditional formula, but applying the most advanced technology. Our experience, passion and innovation is what has led us to expand and have a presence in more than thirty different countries.
The vermouth culture
The vermouth culture is an essential part of the social and gastronomic life of Reus. The city’s bars and restaurants keep this tradition alive, serving the drink as an aperitif, a custom that is especially enjoyed on Sundays at noon, with family and friends. The expression “making vermouth” not only refers to the act of drinking, but is also associated with those skewers, potatoes or olives that accompany it, thus enjoying the Mediterranean lifestyle.
In addition, Reus annually celebrates the Vermouth Festival, an outstanding event where you can taste a wide variety of vermouths and learn more about their history and tradition. During the festival, visitors can enjoy guided tours, activities for all ages and exhibitions celebrating the legacy of the drink, further consolidating the city as the true vermouth capital.
