Roig: A Regenera Deià product rooted in the land

Regenera Deià is preparing to launch its first local product: Roig, an artisanal natural bitters made from Deià citrus.

The name means red in Mallorcan. It refers to the drink’s deep aperitif colour, but also to something more symbolic: the return of colour, value and purpose to fruit that too often goes unused.

Following its mission to restore traditional land use, reactivate agriculture and rebuild a rural economy around the landscape, Regenera Deià has begun with a simple question that many people in the village have asked themselves: how can so much fruit be wasted in a place like Deià?

Orchard after orchard, citrus trees produce lemons, oranges and mandarins, only for much of the fruit to fall to the ground and rot. Not because it lacks quality, but because local fruit can no longer compete in price with cheap imported produce.

Regenera Deià is asking a different question: what if that trend could be reversed?

Deià sits at the heart of an agricultural landscape shaped over centuries of cultivation, recognised and protected by UNESCO. Yet despite this history, there are still very few genuinely local products available to buy in the village’s shops, bars, hotels and restaurants.

Roig is the first response: Deià’s first local drink.

It is a top-grade artisanal natural bitters: a Mallorcan twist on the classic aperitif, made from local citrus and blended with artichoke leaves to create its characteristic bitter flavour. Its colour follows an older tradition, using cochineal colouring rather than the artificial shortcuts often associated with commercial mass production.

The result is something both familiar and new: an aperitif rooted in Deià’s land, fruit, orchards and agricultural memory.

Roig is also intended as an alternative to the commercial imported aperitifs that dominate the market. Instead of artificial products travelling from elsewhere, Regenera Deià wants to show that a drink of real quality can be made from the fruit already growing in the valley.

A bottle of Roig is therefore more than a drink. It is a small experiment in regeneration: a way of giving value back to local fruit, supporting land stewardship, reducing waste and proving that the landscape can once again produce culture, economy and pleasure.

If Deià is to remain a living landscape rather than a postcard, its fields, orchards and terraces must have a future. Roig is one first step in that direction.

Provenance and Purpose

Roig has been designed above all to restore value to the land.

The lemons, oranges and mandarins used for the first production have been kindly donated from three unique family orchards across Deià:

Can Puigserver
The Swarovski family’s hundred-year-old orchard east of Deià, in the Son Beltran area.

Sa Tanqueta
The Lloyd-Webber family’s orchard in the heart of the village.

Talana
Sandra and Tony’s unique new orchard on the easternmost cliffs of Deià.

Together, these orchards tell a story of place: old trees, renewed cultivation, family stewardship, and the possibility of bringing agricultural value back into the village economy.

All revenues from the sales of this product will be reinvested in agricultural reactivation. The aim is to plant more fruit trees, herbs and vegetables, expand the local offer, and develop more products rooted in Deià’s land.

Made with Casa Eva

A key partner in the creation of Deià Bitters is Casa Eva, one of Mallorca’s leading artisan distilleries. While Deià may one day recover a distilling tradition of its own, the ideal partner for this first step was found in Llucmajor: a small-scale producer with the craft, care and experience needed to turn local fruit into a refined aperitif.

Thanks to this collaboration, Regenera Deià has been able to produce a high-quality local drink in record time. More than a bottle, it is a practical attempt to reverse a century-long trend of agricultural abandonment by creating value from what Deià’s land already produces.

Through this partnership, local citrus, traditional bitterness, craft distillation and regenerative purpose come together in one product.

Limited First Edition: 250 Bottles Only

The first batch of Deià’s local bitters will be released as a limited edition of just 250 bottles.

Made from local citrus and created to support the regeneration of Deià’s agricultural landscape, each bottle is part aperitif, part statement of support for the land.

Once this first edition is gone, it is gone.

Reserve your bottle now by scanning the QR code.

Every bottle helps turn local fruit into local value — and every sale helps fund the next stage of agricultural reactivation in Deià.