A unique cultural and experiential space has opened in Šiauliai – the renovated Gubernija HUB, the visitor centre of Gubernija, the oldest brewery in Lithuania, is already awaiting its guests and promises to surprise them not only with drink tastings, but also with tours of the cellars of historical buildings and events that will enrich Šiauliai’s cultural life. MV GROUP Production, the company that manages Gubernija, has invested more than EUR 400 000 in the renovation of the brewery’s visitor centre. This money was used to renovate a 240 square metre ground-floor area with a tasting room, shop and other facilities.

Starting in 2021, the renovated Gubernija visitor centre Gubernija HUB (Historical Unique Brewery) will invite visitors to take a closer look at the production of beverages, take part in guided tours of the brewery premises, visit the cellars dating back to the times of the Grand Duchy of Lithuania, and, of course, taste the unique brewed beer and kvass produced here.

As the Mayor of Šiauliai, Artūras Visockas, noted at the official opening of the Gubernija Visitor Centre, Gubernija, which is celebrating 360 years of activity, is an integral part of the city’s history and present-day life, and it is therefore a great pleasure that even more Šiauliai citizens and visitors will now be able to get in touch with it.

“We are pleased that  Gubernija, the oldest industrial company in the country, continues to thrive. I have no doubt that this Visitors’ Centre will become a new attraction, enriching the cultural life of the city and providing unique experiences for both citizens of Šiauliai and visitors from abroad. I am convinced that it will contribute to the promotion of our city and the preservation of its historical heritage,” said A. Visockas.

During the event, Vidmantė Mickevičienė, Head of Visitor Centres of MV GROUP Production, the company that manages the Gubernija, Stumbras, Alita and Anykščių Vynas factories, talked about the renovation of the Visitor Centre and the vision of Gubernija HUB, while Tomas Josas, the winner of the last year’s Lithuanian Beer Sommelier Championship, the beer ambassador, held a tasting of the drinks and revealed the subtleties of their combination with food.

The reconstructed Gubernija HUB will also offer beverage tastings, where guests will be able to sample exclusive limited edition Gubernija products, and the renovated hall will be available for various events and conferences. In addition, concerts, film screenings and various themed events are planned to be held in the outdoor area of the brewery.

According to Algirdas Čiburys, General Director of MV GROUP Production, when the company acquired Gubernija in 2018, it immediately knew that it wanted to not only brew beer here, but also pay tribute to the local community and heritage.

“From the very first day, we have tried not only to take from the community, but also to give back, to be part of it. We hope that the reconstructed visitor centre will bring us even closer to Šiauliai and the people of the city, and that we will become a community gathering place that will delight our neighbours, friends, co-workers, and groups of tourists from Lithuania and abroad. We see great potential, many stories and spaces that we hope to open up even more to visitors in the future. We want Šiauliai to be a good place to live, work, create and celebrate,” says A. Čiburys.

The Gubernija Visitor Centre, which has been open since 2021, attracted 7,000 visitors last year alone, and the renovation is expected to bring in even more visitors, especially as research shows that industrial heritage is becoming more and more interesting to both Lithuanian and foreign tourists travelling around their country.

Rūta Stankuvienė, the Director of Šiauliai Tourism Information Centre, who attended the opening event of the Gubernija Visitor Centre, pointed out that there are not many industrial heritage buildings dating back to the 17th century, so the renovated Gubernija Visitor Centre will undoubtedly attract more tourists to Šiauliai.

“The opening of the new Gubernija Visitor Centre is of great importance for the attractiveness and uniqueness of Šiauliai, for the improvement of its image, and for the development of the offer of tourism products. It is particularly valuable that Gubernija is located in the same place where it was established 360 years ago. There are not many such industrial heritage sites left in the country, and we could probably count on one hand the number of times that they have been in operation and have not changed the product of production over several centuries. We hope that Gubernija excursions, education, tastings and other activities will offer unique experiences that are not available in similar objects, that they will be interesting, informative and attractive, and that all those interested will be able to participate in the activities”, – says Rūta Stankuvienė, Director of Šiauliai Tourism Information Centre.