The historic Gubernija brewery, celebrating its 360th anniversary this year, is entering a new stage by launching a new concept of branded stores called Beer Chronicles. Gubernija. The first store of this format, offering non-alcoholic and other beverages and sharing their brewing stories, opened its doors on August 28 in Šiauliai, at IKI Turgus, Vilniaus St. 220-1.

According to Algirdas Čiburys, CEO of MV GROUP Production, the company has been consistently investing in the Gubernija brewery since acquiring it in 2018.

“We are building brand recognition and promoting the finest regional brewing traditions. Our latest project – a new concept of specialized stores – continues the educational mission that started with the renovated Gubernija HUB visitors’ center, opened last year. We are delighted that the first store of this concept has been launched in Šiauliai, the city we have been part of for 360 years,” says A. Čiburys.

The first new-format Beer Chronicles. Gubernija store was opened at the Šiauliai shopping center IKI Turgus, Vilniaus St. 220-1, with a total investment of EUR 150,000.

Čiburys explains that the store location was chosen strategically, close to the daily routes of Šiauliai residents: “We were looking for a location where locals live or shop, a place that is near their homes or on their way.”

In Beer Chronicles. Gubernija, customers will find a wide assortment of non-alcoholic and other beverages and snacks to pair with them. They will also learn more about authentic brewing traditions, immersing themselves in the history of Northern Lithuanian brewing.

“We created this new concept with the design agency DADADA – we wanted more than just a store; we wanted a place where every visit feels like a journey through our shared history, enriching knowledge and experience. We completely redesigned the store, expanded its product assortment, and aimed to make the customer experience exceptional. Direct contact with customers is best for us to present ourselves and tell the Gubernija story,” shares A. Čiburys.

Martynas Birškys, Creative Director at DADADA, says working on the Gubernija brand family was a gratifying challenge: “We are a creative studio that focuses on experience design, and this matched perfectly with Gubernija’s innovative vision. In autumn 2024, together with the company’s marketing team, we created the Gubernija HUB visitors’ center brand, which has already become an important regional tourism attraction – Beer Chronicles. Gubernija’ is the next step in shaping a visual and emotional brand experience. This creates a unique Gubernija brand map, taking customers from authentic brewery cellars to modern store shelves. The vibrant character of Šiauliai, striking angles, and Gubernija’s archives inspired this narrative,” explains M. Birškys.

Next year, another Beer Chronicles. Gubernija store is planned to open in Šiauliai and one in Kaunas. Currently, two older-format Gubernija brand stores operate in Šiauliai.