Monday, 26 January 2026
Starting this Monday and running until next Wednesday, the Reus Promoció Agency will participate in the 24th edition of Madrid Fusión. Every year, the event presents the latest trends in the gastronomy and catering sector. This year, under the slogan “The customer takes the lead”, it aims to reflect a new gastronomic reality in which diners are no longer passive but become informed and demanding customers with opinions of their own. This is the most international edition held to date, with more foreign chefs than Spanish ones on the main stage.
Reus Promoció will be present at this important event with its own stand, where it will promote the Vermut de Reus brand. At the stand, visitors will be able to discover and taste the different vermouths that are part of the brand (Miró, Iris, Yzaguirre, Rofes, Cori, Olave, Fot-li and Or del Camp). The city’s other two PDOs, the Avellana de Reus PDO and the Siurana PDO, will also be represented, together with Pa de Pagès Català PGI, highlighting the city’s position as a gastronomic benchmark.
As a notable new feature, and coinciding with the fact that Reus will host the pre-gala party for the Soles Repsol Gala on 15 February, the stand will feature a prize wheel offering gastronomic prizes linked to the Soles Repsol, an initiative designed to strengthen the profile and recognition of Reus’s gastronomic sector.
Taking part in Madrid Fusión will make it possible to present the proposals of the Reus Vermouth Route and the GaudíReus tourism brand to an audience specialising in gastronomy, in an exhibition space of more than 20,000 m² that brings together more than 300 professionals from around the world.
This promotional action is the first planned in the Reus Promoció Agency’s action plan for 2026, in accordance with the objectives set out in the Reus Promoció Strategic Plan and the Municipal Action Plan: “to strengthen Reus’s positioning as the capital of vermouth and to promote the Vermut de Reus brand among a mainly professional audience with expertise in gastronomy”.
