A meeting with Remei Prats Alonso, Managing Director
For more than 50 years, the Miro family in the Tarragon province has created a light and refreshing vermouth flavored to perfection. Obtained by adding sugar and flavored by a variety of aromatic plants, one of the oldest spirits is experiencing a second childhood.
Exhilarated by a recent makeover, the famous mulled wine still has people talking. Feedback, so to speak, on an unprecedented “success story”.
Can you describe the Miro vermouth ?
We sell a vermouth you could call “complex”. The excellence of the Miro recipe is based firstly upon the great care taken in the choice of raw materials and secondly upon the scrupulous traditional manufacturing process.
Our unique craft recipes, built upon Mediterranean and Alpine herbs, are the fruit of the experience of several generations who have since time immemorial maintained the secrets of their fabrication methods.
So we’ve done our utmost, for more than a century, to offer our customers a fresh vermouth, easy to serve on all occasions and appreciable by the finest palates, capable of detecting the notes of juniper and mint in our Miro white or even the toasted spices and flavors of oregano and caramel in our Miro red.
Why did you choose to work with VOA, a French glassmaker ?
When we envisaged the eventuality of new packaging for our products and after an exacting study of competing glassmakers, we decided to work with VOA for its flexibility regarding its clients and its very reactive skill in making a project evolve from its original concept, especially thanks to the assistance and attentiveness of Emili CASTELLS.
We wanted to bring a distinctive element to our prestige products and thus give a new impetus to our product lines, renovating their image and putting on the market a bottle at once elegant and hip. It was necessary to be innovative all the while respecting the traditional essence of the product.
Did these changes lead to new constraints?
Only to adapt the bottling line to the new bottle templates, which is never as simple as one might imagine.
What do you think of the results ? Do they meet your expectations?
Considering that we produce one of the best vermouths in the country, we consider now the container to be the perfect reflection of the subtle flavor of our products.
What are your short-term projects ?
We are investing the maximum to improve the quality of our products and are in the process of obtaining the IFS Certification.
