The specialized beverage retail chain BOTTLERY is expanding into Poland. Aiming to establish itself in the highly competitive yet high-potential neighboring market, the brand, managed by MV GROUP Distribution LT under MV GROUP, will leverage the strategies perfected over a decade in Lithuania. BOTTLERY will offer Polish consumers a unique assortment and top-tier services.

The expansion in Poland will be carried out by MV GROUP Distribution PL, a company within the MV GROUP enterprise, working closely with the BOTTLERY team in Lithuania.

Marijus Cilcius, CEO of MV GROUP, anticipates that the subsidiary’s experience in beverage distribution and deep knowledge of the local market, combined with BOTTLERY’s tried-and-tested success formula, will facilitate a swift establishment in Poland.

MV GROUP Distribution PL will celebrate its 20th anniversary this year. Over time, the company has built a strong local team and developed a robust infrastructure. Given the vast market potential, the decision to expand in Poland is well-founded,” says Cilcius.

At the beginning of summer, the first two BOTTLERY stores will open in Poland – in Warsaw during the first week of June, and in Poznań in mid-June. Another store will open later this year in Wrocław. The plan is to expand further, opening 3-4 new stores annually in various Polish cities, depending on performance and suitable locations. Investments in BOTTLERY’s expansion in Poland are projected to range from several to over ten million zlotys.

A lithuanian formula with polish accents

Cilcius points out that Poland’s beverage retail market is highly competitive. However, a thorough market and competitor analysis highlighted BOTTLERY’s potential to stand out with its unique assortment, service quality, store design, and overall shopping experience.

“Most beverage stores in Poland are very similar, lacking distinctive features, and their product assortments are quite uniform. We aim to change this by implementing successful solutions from Lithuania, adapted to local specifics. Additionally, we see potential in introducing Polish consumers to product categories that are not widely available in the country but are highly valued by Lithuanian shoppers,” explains Cilcius.

According to him, BOTTLERY became a leader in Lithuania due to its unique product selection, innovation, original store design, and professional service. The goal in Poland is to maintain the same high standards of product and service quality.

As in Lithuania, the BOTTLERY assortment in Poland will consist of over 1,000 carefully selected products, including wines, whiskey, gin, rum, vodka, tequila, and cognac from around the world. The selection will also feature ready-to-drink cocktails and ingredients for home mixology. To emphasize local identity, Polish wines and unique regional spirits such as okovita vodka will be added to the shelves. Many BOTTLERY products will be exclusive to the chain’s stores.

Growing demand for premium segment

BOTTLERY’s assortment in Poland will cater to various consumer preferences, from everyday beverages to luxury brands for special occasions. However, Cilcius notes that the premium segment holds the highest growth potential.

According to a report by KPMG, “Luxury Goods Market in Poland,” published in December last year, the premium alcohol segment grew by 4.2% in 2024, with total sales reaching 1.5 billion zlotys. Polish consumers are increasingly choosing high-quality products, special editions, and artisanal distilled beverages. Experts predict this trend will continue to strengthen in the coming years.

“There is a growing number of Polish consumers who appreciate top-quality products and services. We offer not only exclusive beverages but also a unique shopping experience. The expertise we have gained in Lithuania allows us to refine our offering in Poland to meet customer expectations while introducing new consumers to the world of premium beverages,” says Cilcius.