Miró's first zero-alcohol aperitif arrives
The brand seeks to open up to new audiences and new consumption styles
ReusAfter two years of research and testing, Miró has launched Miró Zero, its new range of alcohol-free aperitifs. The official presentation of Miró Zero took place last Thursday, May 15, at Casa Navàs, an emblematic venue in Reus.
Miró's commercial director, Montserrat Caelles, explains that the brand wants to adapt to new consumer trends, and one of them is not drinking alcohol, whether for health, well-being, or medical reasons. This century-old brand from the capital of Baix Camp will not be unaware of the Spanish government's plans to eventually reduce the alcohol limit for driving to zero.
Caelles points out that one of the audiences they want to reach with Miró Zero is young people, and they also want to make a greater push into cocktail bars. Miró's commercial director also believes that the image of vermouth as a midday drink is being broken, and thus opening up to other time slots, such as in the evening, and pairing it with dishes that go beyond aperitifs.
"At Miró, we have always been committed to tradition and quality. With Miró Zero, we take a further step along our path: offering an aperitif as always, but like never before. With all its soul, but without alcohol," says Caelles.
This new product from Miró has an intense red color and provides citrus aromas of orange and other acidic fruits intertwined with red fruits such as ripe strawberries, raspberries, and currants. The entry on the palate is sweet and pleasant, with an elegant bitterness reminiscent of the skin. The finish is refreshing and smooth, prolonging the memory of fruity freshness with a pleasant persistence.
More than a hundred years of history
Miró Vermouth was founded in 1914 in Cornudella de Montsant and moved to Reus in 1957, a city synonymous with vermouth tradition, where it became a leading brand in Catalonia and Spain, with international reach. In 2020, with the acquisition by MasserGrup, it embarked on a new era focused on geographic expansion, the launch of new vermouths, and its consolidation as a benchmark in the world of aperitifs.