When Oļegs Sokolovs listens to other people talk about getting tired of their job after a few years in the company, he shakes his head. The CEO of MV GROUP Distribution LV argues that every ambitious and driven organization is constantly changing – there is no such thing as a repetitive year, the same old journey or the same puzzles. Today, one of the leading wholesalers in Latvia is representing over 100 brands, including Lithuanian Stumbras Vodka and Angostura from Trinidad and Tobago.

The company managed by O. Sokolovs belongs to MV GROUP – one of the largest business groups operating in Lithuania, Latvia, Estonia and Poland. MV GROUP Distribution LV is also the official representative of Lays and British American Tobacco Latvia and a cooperation partner of CPP Nestle as well as Les Grands Chais de France S.A.

O. Sokolovs has been with the company for 15 years and has been involved in an impressive business transformation, which has reflected in the change of the company’s name a few years ago, when MV Latvia became MV GROUP Distribution LV.

The growth of the organization is not only reflected in the revenue results, but also in the growth of the team, the increasing diversity of the product range, and the new partnerships that have emerged. “Today, new talents are drawn to our team primarily by the desire to become part of the Wine and Spirits industry, but also by the opportunity to become wholesale experts,” says O. Sokolovs, CEO of MV GROUP Distribution LV. The company’s team is expanding and its members are gaining recognition around the world, bringing home the highest international awards.

– How was the past year for MV GROUP Distribution LV?

Looking at all the results of last year, we can strongly state we have gained a good momentum, which we are now trying to maintain and increase.

The year 2023 was a record year, with an EBITDA of over EUR 1.45 million and a 9.9% increase compared to 2022. Sales last year amounted to over EUR 83.3 million and were up by 6.4% compared to 2022.

Our company paid more than EUR 75 million in taxes to the state, making us the eighth largest taxpayer in the country. In 2022, the company entered the list of TOP 10 taxpayers in Latvia for the first time, and a year later moved up a few more steps.

– What has contributed to these results?

We have a clear vision for sustainable growth that we are set to implement together with our whole team. Our business is very dynamic, so we must constantly strive for growth opportunities and make efforts to best meet the needs of all parties – partners, suppliers, customers and employees. But that’s why I love this job and its environment. Change constantly drives us to learn and look for better, more efficient solutions for our business.

We have learnt many valuable lessons throughout our history, especially when we were still a small company and had to earn the trust of our customers, to prove that we were better than long-established and large competitors. We experienced the first significant breakthrough around 2010, when we added the first internationally well-known brand to our portfolio. This turning point awarded us with bargaining power and helped us clarify and define who we are and what we can offer.

There are many components to business success. We are very persistent and constantly looking for opportunities to achieve more: to make processes more efficient, to manage costs better, to offer more marketing solutions, to grow our team, to create quality experiences and to strengthen our relationships with partners.

That’s why we have been able to grow even in the worst economic times, which speaks volumes about the spirit and ambition of our company and the MV GROUP as a whole.

With annual revenues approaching EUR 85 million, 60 employees seem like a small number . But it’s worth remembering that 10 years ago we had just 17 employees. Today there are three and a half times as many. In order to grow the business this much, we have had to implement many important changes. For example, we are now among the few distribution companies which have succeeded distributing production in several different segments: beverages, food, fast-moving consumer goods (FMCG), and tobacco. The fact that we are part of the MV GROUP has helped us find many necessary solutions – we could always share our experience, get advice, and use our own factories and our connections around the world to the full potential.

– What are the other ingredients in your recipe for success?

A comprehensive and well-disciplined team, consisting of both highly experienced professionals with a good knowledge of the Latvian market and young, ambitious people with their own ideas and creative solutions. MV GROUP Distribution LV team is bond by a high work ethic, a clear long-term vision, specific business goals and consistent work towards achieving them.

The company still employs the finance and sales managers with whom we started working together 15 years ago. We understand each other perfectly – we can finish each other’s sentences; we see the future of the business and the challenges in the same way. I believe, this human connection is very important. It goes back to the old days when we used to celebrate our birthdays in the company more strongly than with our families, when each of us was like a one-person orchestra, responsible for a wide range of different functions, from accounting to sourcing and sales.

Our team started off with very little during the worst crisis in the history of modern Latvia. Our early experience broadened our capabilities and strengthened our confidence that we could succeed even in difficult conditions.

Today, we are trusted by world-famous beverage producers and brands such as Scottish Leader, Zubrowka, Trapiche, Sierra, Black Velvet, Nikka, Kavalan, and Wild Turkey. At the same time, we are not only a beverage supplier, we are also active in a multitude of other FMCG categories, because over the years we have developed a thorough understanding of the market and the ability to adapt to a dynamic business environment.

– International awards are also a testament to MV GROUP Distribution LV capabilities and achievements.

I am proud of the success of my colleagues. Tens of thousands of hours getting to know the products, communicating with manufacturers, creating unexpected and original combinations of beverages have become the highest quality craftsmanship, recognized at a global level.

Together with the team, we were delighted that Deniss Smirnovs from MV GROUP Distribution LV won two gold medals at the World Cocktail Championship in Rome last year. It is a good feeling to have a world champion in your team. Deniss won the gold medal for best technical performance after beating all 67 participants from different countries around the world. We are also delighted that he has taken on the responsibility of representing the whole community and became the President of the Latvian Bartenders’ Federation. At the end of the day, we all understand that success comes with certain responsibilities.

– And what is the goal of MV GROUP Distribution LV this year and the next?

We are working every day to maintain our long-term direction – consistent and sustainable growth. This is only possible in cooperation with our partners, by listening to the needs of our customers, which are constantly changing, as people are exposed to a huge flow of information, new trends, offers and products every day. We need to be fast and flexible. And we must be creative in order to represent each brand in a precise manner, conveying its unique characteristics.

These are the tactical moves and strategic steps providing the business with a competitive edge and guiding it to new records. Also, we can never stand still, we have to constantly think about improving our internal processes and introducing new brands and products to Latvia and the Baltic region.

Cooperation with other MV GROUP companies is very beneficial in solving business challenges – our colleagues from other countries always provide valuable assistance in finding new products and suppliers, forming a product range, and submitting proposals in negotiations. In addition, we represent some brands not only on the Latvian market, but also in Lithuania, Poland and Estonia, where we also feel the support of MV GROUP.

I often feel like an ambassador not only of global brands, but also of other cultures, when I can introduce Stumbras vodka or 999 from Lithuania, Zubrowka from Poland or Angostura rum and bitters from Trinidad and Tobago to the market.

– Have you travelled to the Caribbean yourself?

Yes. That is why I can assure that Angostura beverages are pulsating with Caribbean spirit. This lively, colourful spirit is probably best felt during the traditional carnival in the capital city. Only Brazil’s famous Rio de Janeiro fiesta is bigger and louder than the carnival in Trinidad.

It is therefore a privilege to bring the exclusive Angostura brand to Latvia, which is inseparable from the Caribbean spirit. After all, we share a common history: once upon a time (in the 17th century), these islands belonged to Courland (lat. Kurzemes un Zemgales hercogiste). Thus, we were once a part of the same state. We were here, on the Baltic coast, and they were in the Caribbean. We have a bond that allows us to celebrate the 200th anniversary of Angostura this year louder, remembering our shared history.

– What gives MV GROUP Distribution LV the impetus for sustainable growth?

A strong team united by a common approach to sustainable growth. Only by agreeing on our values can we implement our business strategy smoothly, represent our outstanding products well and earn others’ trust.

When we represent exclusive brands, we receive so much knowledge from their manufacturers and uphold important traditions as well as their spirit. It is both a great challenge and a pleasure to meet and connect with the people who produce beverages in Italy, Spain, France and other countries. Knowledge and unique experiences keep us motivated and growing. This is also supported by internal MV GROUP initiatives such as the MV GROUP Academy, a training course for managers that helps teams in different countries to integrate into the Group’s activities better.

Overall, the strong synergies within the MV GROUP make it possible to create shared success stories. We are constantly exchanging knowledge and experience with our colleagues in other countries and inspiring each other with success stories. Together, we analyze our experiences and learn from both – the good practices and the mistakes. This way, we become stronger and gain new opportunities for growth.