“Aren’t they all the same?” – a remark many wine buyers would have made a decade ago. Today, far more people ask about year the wine was made, the history of a wine house, and the nuances of production before choosing a bottle. And they receive professional answers. This shift is no accident; it is the result of systematic, long-term education.

Few have witnessed the evolution of wine culture in Lithuania more closely than Edgaras Kazokaitis – multiple-time laureate of the Lithuanian Sommelier Championships and an ambassador for MV GROUP Distribution LT.

Ten years ago, Edgaras moved to London, where his interest in wine deepened while working at places such as ROKA, the modern Japanese restaurant, and a private members’ club in the prestigious Knightsbridge district. There, he helped world-class politicians and stars of film and music select their wines.

What impressed him most, however, was not the elite but the attitude of ordinary Londoners.

“Wine was an inseparable part of the local dinner table. It wasn’t treated as a means to get tipsy, but as an equal element of the meal – an added gourmet experience,” – recalls E. Kazokaitis.

A Rising Wave of Change

When I came home for visits, I had to admit that Lithuania still had a long way to go to reach that level of wine culture. The sommelier profession was virtually nonexistent, restaurant servers most often suggested “our most popular wine,” and even when someone could offer professional advice, people didn’t trust it and chose the most familiar labels.

“And that was in Vilnius, where service standards were higher than in other cities. As for my hometown of Panevėžys – there, wine was seen as a women’s drink, unworthy of serious attention,” – Edgaras smiles.

He notes that today the picture is entirely different: Lithuanians are increasingly curious about what they pour into their glasses, and the country is quickly catching up with nations known for deep wine traditions. Edgaras himself helped drive this shift. After seven years in London, he returned to Lithuania, joined MV GROUP Distribution LT, and launched intensive educational work, training other beverage-sector professionals so they could spread that knowledge further.

“Our goal is not only to introduce the world’s best drinks but also to nurture a culture that allows them to be properly appreciated. That’s why we keep investing in our employees’ expertise and share knowledge with partners – restaurants and shops. Every trained specialist becomes a new ambassador of beverage culture in their daily work. This is how the wave of change gathers strength,” – E. Kazokaitis stresses.

Aiming for the Best Customer Experience

Edgaras Kazokaitis notes that rising interest in higher-quality drinks is visible among both professionals and consumers. Sommelier championships attract more participants each year, and tickets to wine festivals and exhibitions aimed at the broader public sell out in an instant. This shows that more people want to deepen their understanding of beverages.

“This is great, but we must admit that not everyone has the time or desire to study the topic – yet they still want the best wine pairing with the dish they order in a restaurant. That means the professionalism of service staff is crucial, because the customer’s experience depends on their recommendations,” –  the drinks expert points out.

Lately, Kazokaitis has been responsible for promoting the MV GROUP Distribution LT portfolio and, as a brand ambassador, travels widely to cities and towns to present products and train restaurant, bar, and café staff so they can create a different kind of experience for their guests. He also contributes to training employees at Bottlery retail stores and shaping the assortment.

“My main goal is to explain the world of drinks as simply as possible, encouraging people to take an interest and to consume responsibly. I like to think that my work helps advance beverage culture,” –  says E. Kazokaitis.