MV GROUP, a group of companies with over 30 years of experience operating manufacturing, distribution, logistics and retail businesses across the Baltics and Poland, is strengthening its position in the retail market. Following the opening of its first new-concept branded store „Alaus kronikos. Gubernija“ in Šiauliai last year, the company is continuing the rollout of this format and entering Vilnius. A new-format retail space has been opened in the capital, with an investment of nearly EUR 200,000.

The new-concept specialised Gubernija store, offering a wide range of non-alcoholic and other beverages as well as various snacks, has opened at the IKI Baltupiai shopping centre (Didlaukio St. 80A).

According to MV GROUP CEO Marijus Cilcius, the group has built extensive experience in retail through the development and management of the Bottlery and Nespresso store networks, and this expertise is now being applied to the new retail concept.

“MV GROUP’s operations cover the entire value chain – from logistics and distribution to manufacturing and retail. For more than a decade, „Bottlery“ and „Nespresso“ stores have offered customers distinctive shopping experience, professional consultations and a premium assortment. This accumulated experience is now being applied to the development of the new retail network „Alaus kronikos. Gubernija“, focused on promoting brewing traditions. The first store of this format in Šiauliai received positive feedback and exceeded commercial expectations. We see that consumers value not only product quality but also an educational experience, which is why we are continuing the expansion and have opened a new store in Vilnius,” says M. Cilcius.

The „Alaus kronikos. Gubernija“ store is located in Baltupiai, next to one of Vilnius’ main transport arteries – Geležinio Vilko Street. The location was selected for its convenience, ensuring easy access from both residential districts and the city centre, naturally integrating into customers’ daily routes.

Visitors will find a wide assortment of non-alcoholic and other beverages, along with matching snacks. To broaden the geographical range of the offering, products from countries such as Germany, Ukraine and Italy are available. Those looking for a gift can create a customised set on-site by selecting beverages and glassware and having them stylishly packaged. In addition, visitors can learn more about authentic brewing traditions and explore the history of brewing in Northern Lithuania.

Plans for further expansion

Having opened the first two stores of the new Gubernija format, MV GROUP is already planning further expansion. The third retail space is expected to open this autumn in Kaunas, at the Urmas shopping centre.

“We are consistently following our strategic direction of being closer to our customers. We aim to ensure that in convenient locations they can find beverages and snacks from their favourite brands. We are creating not only stores, but places where each visit becomes a journey through our history – enriching both knowledge and experience. We strive to deliver a distinctive customer experience, as direct connection with the customer is the best way for us to present ourselves and tell the story of Gubernija,” adds M. Cilcius.

The concept of the new stores was developed by several partner teams. Design agency „DADADA“ was responsible for brand development and visual storytelling, while „Incanto Solutions“ implemented the interior design and spatial concept – from initial drawings to final execution.

The interior features clearly defined functional zones, aesthetically refined materials, and a contrasting interplay of light and colour. Visual consistency is maintained from exterior elements through to interior details – across materials, colour palette and graphic communication.

In total, MV GROUP has planned to invest nearly EUR 500,000 in the development of these stores.