Miró Vermouth Becomes A New Official Partner of Roig Arena
The vermouth brand has signed a multi-year collaboration agreement with the Valencian venue.
In addition to Miró vermouth, the company will serve its premium brand Perucchi at the Poble Nou restaurant.
Miró Vermouth and Roig Arena have signed a collaboration agreement under which the brand becomes an Official Partner of the venue. Through the Miró brand, they will hold exclusivity in the vermouth category for the coming years.
As part of this partnership, Miró will benefit from exclusivity in its category and will be present across all food and beverage outlets within the venue, bringing vermouth culture closer to thousands of attendees at sports, cultural and entertainment events.
As part of the proposal, the company will also introduce its premium brand Perucchi at the Poble Nou restaurant within Roig Arena, strengthening its presence in high-value gastronomic offerings and reinforcing its commitment to quality and innovation.
The agreement also includes the development of brand activations such as afternoon sessions, tastings and product-related experiences, with the aim of creating new ways to connect with consumers in a high-impact environment.
Miró Vermouth’s General Director, Montserrat Caelles, highlighted that “this agreement allows us to bring vermouth culture closer to new audiences in an innovative space with strong growth potential.” She also noted that “it forms part of our strategy to expand into environments where gastronomy, leisure and brand experience go hand in hand.”
With this alliance, Miró Vermouth continues to expand its presence in high-visibility strategic venues and reinforces its connection with leisure, gastronomy and Mediterranean culture.
About Miró Vermouth
Miró Vermouth was founded in 1914 in Cornudella de Montsant and moved to Reus in 1957, a city renowned for its vermouth tradition. Since then, it has maintained its commitment to quality and authenticity, becoming a leading brand in Catalonia and Spain, with international reach. In 2020, following its acquisition by MaserGrup, the company began a new phase focused on geographic expansion, the launch of new products and the consolidation of its identity within the aperitif sector.
About Roig Arena
Roig Arena is Valencia’s new large multi-purpose indoor venue, designed to host sports, entertainment and corporate events. The project has a budget of €400 million fully funded by Juan Roig, president of Mercadona, through his personal wealth. Roig Arena has a maximum capacity of approximately 20,000 spectators in concert configuration.