The company MV GROUP Production, which manages the factories of Stumbras, Alita, Anykščių Vynas and Gubernija, not only grew faster than the overall beverage market last year but also opened new significant export destinations and strengthened its positions in countries it had previously entered. These results allow the company to plan a record €8 million investment this year. Last year, the company’s revenue grew by 12%, while the volume of beverages sold increased by more than 20%.

“This is truly an outstanding result, especially considering that the alcohol market has been gradually contracting both in Europe and Lithuania in recent years. Despite this, we set ourselves the ambitious goal of growing at least 10% annually, and last year, we exceeded that target,” says MV GROUP Production CEO Algirdas Čiburys.

Growth across all export markets and beverage categories

MV GROUP Production demonstrated impressive results in neighboring markets— the Baltic countries and Poland—where sales grew by 40%. CEO Algirdas Čiburys is particularly pleased with the growth in Poland, a market where Lithuanian products successfully compete with the world’s leading brands.

“In Poland, we managed to grow vodka sales by 50%. This country, with its 40 million residents, is highly competitive, with a strong presence of local vodkas and global manufacturers striving to establish themselves. However, consistent efforts and continuous strengthening of our position have led to Stumbras vodka becoming the second-largest imported vodka brand in Poland,” notes A. Čiburys.

In other European markets, the company grew by 20%, in the Middle East and Africa by 18%, and in the Americas by more than double.

“Asia is currently the region with the smallest impact on our results, but we achieved 70% growth there. Moreover, new agreements signed last year allow us to expect a breakthrough in this region in the coming years,” says A. Čiburys.

Last year, all categories of beverages produced by MV GROUP Production experienced growth—vodka, sparkling wines, beer, and more. Non-alcoholic beverages, such as kvass, also saw a noticeable sales increase. However, the brightest star of the year, especially in export markets, was the Mix cocktail line, whose sales grew by more than 50% across more than 30 countries.

“Our Mix cocktails saw significant growth in Hungary, Spain, Bosnia and Herzegovina, Greece, the Czech Republic, and Serbia. Additionally, non-alcoholic versions of this brand grew strongly due to shifting consumer habits—more people are choosing alcohol-free drinks. Some countries also prefer non-alcoholic beverages due to religious or cultural traditions, and consumers are seeking alternatives to traditional sodas with more interesting flavors,” explains A. Čiburys.

Prestigious awards open new doors

According to A. Čiburys, entering new markets in the beverage industry is not easy, as companies must adapt to different consumer tastes, habits, and regulatory requirements—what is permitted in Europe may not be allowed in America or Asia, and vice versa. However, last year, the company successfully entered eight new markets: Austria, Croatia, South Korea, Montenegro, Slovakia, Slovenia, Zambia, and Suriname. Today, products from the company’s factories are exported to more than 50 countries.

MV GROUP Production also introduced 14 new beverages last year and won 33 international awards.

For example, at the prestigious World Beer Awards 2024, Lithuania’s oldest brewery, Gubernija, received two gold and two silver medals. In the lager category, Gubernijos Ekstra Lager and German-Pils Pilsner won gold, while Brown Ale and the non-alcoholic Ekstra Lager received silver. Additionally, Alita’s IMPERIAL XII VSOP brandy won a gold medal at The World Brandy Awards.

“We regularly participate in international competitions to compare ourselves with global brands, and these awards help attract potential partners,” states A. Čiburys.

Record €8 million investment planned

Despite these successes, A. Čiburys acknowledges that the company faced many challenges. Like the entire industrial sector, the beverage industry was affected by rising energy costs and wages. He emphasizes that Lithuania is no longer a low-cost country, making it necessary to find other ways to enhance efficiency.

“Our success story is largely based on our focus on exporting our own brands, which make up about 85% of our business. We do not prioritize the cheapest drinks or private-label production but rather our own products, competing not on price alone but on the best price-to-quality ratio,” Čiburys highlights.

The company also benefited from lessons learned during the COVID-19 pandemic and the war in Ukraine, which forced improvements in supply chain efficiency, expansion of partner and supplier networks, and solutions for rising energy costs. Investments in energy efficiency monitoring systems, solar power plants, and other measures have helped maintain competitiveness, as reflected in the company’s revenue and export performance.

Another challenge facing the industry is a labor shortage, and MV GROUP Production is no exception. However, the company has been successful in attracting new specialists and retaining existing employees. A particularly encouraging trend is the return of Lithuanians from abroad to work for the company. Over the past few years, MV GROUP has focused on developing corporate culture, engaging employees, monitoring and improving satisfaction levels, and providing career growth opportunities.

“We want to grow our business alongside our partners and consumers, but first and foremost, together with our employees,” says A. Čiburys.

This year, MV GROUP Production plans to further increase operational efficiency, with a record investment of nearly €8 million. The majority of this amount will be allocated to the Gubernija and “Alita” factories, where systems enhancing efficiency and productivity, along with innovative technological solutions, will be implemented.

“These investments will not only allow us to operate more efficiently but also introduce more new products and flavors while refreshing established and popular brands. There will be even more innovations than last year,” assures A. Čiburys.