In today’s world, where business partnerships shift like the weather, MV GROUP Distribution LT has remained a reliable ally to many international brands for more than 30 years. How do such relationships endure for decades while markets move fast and competition keeps growing? Why do some ties break while others stay resilient and only strengthen? The answer lies not in marketing slogans but in the details of daily work.

When MV GROUP Distribution LT took its first steps in distribution, few believed it was laying the foundation for partnerships that would last decades. One such collaboration is with the European producer and distributor Les Grands Chais de France.

“Back in the early 1990s our companies were much smaller, so everything began not with numbers but with people. At that time most day-to-day operations at MV GROUP Distribution LT were run by one of its founders. I admired his energy, integrity and enthusiasm, and he trusted me completely as a person and a business partner. That allowed us to build strong, long-term business relations,” – recalls Peter Kinback, Export Director at Les Grands Chais de France.

There is more than one such long-term partnership in the Lithuanian company’s portfolio. For example, it has been working with Red Bull since 2004.

“Most of our partnerships are long-term because from the very start we look at them not as short deals but as a shared journey. When we sign a contract, we often expect the cooperation to unfold like a good fairy-tale – long and happy. That doesn’t mean the road is free of challenges, but the wish to build sustainable relationships rather than one-off results helps us overcome those challenges,” – says Aurinta Savickaitė, Marketing Director for the Baltics and Poland at MV GROUP Distribution LT.

A strong partner at your back

Long-term results are exactly what the company’s partners underline. The key is that those results can be achieved and improved in a rapidly changing business environment.

“Over the years our business goals and the market situation in Lithuania and Latvia have shifted – from establishing brands to maintaining market leadership and handling tougher competition. The ability to hold an open strategic dialogue on portfolio expansion, long-term planning and adaptation to local market changes has been a highly valued part of our cooperation with MV GROUP Distribution. Creativity, flexibility and budget efficiency on the partner’s side have been crucial to our success,” – notes Peter Kinback.

Red Bull regional manager Laimonas Paškevičius remembers that in 2004, when the pioneer of energy drinks was looking for reliable distribution partners in Lithuania, MV GROUP Distribution LT (then Mineraliniai Vandenys) was a young yet highly ambitious company that showed a great desire to grow together.

“At that time Red Bull was also a young company, and MV GROUP Distribution LT was searching for innovative products to introduce to the Lithuanian market. The right mutual attitude was felt from the very first can of Red Bull sold,” – says Laimonas Paškevičius.

He points out that over 20 years the choice of energy drinks on store shelves has grown sixty-fold, yet the partners’ approach to distribution processes and quality allows Red Bull to keep a strong lead in this market.

“Exceptional focus and the ambition to grow, open collaboration and information-sharing that enable quick decisions, as well as the clear engagement of employees and their desire to work with Red Bull – all of this explains why our partnership has lasted so long,” – he lists.

Recently Red Bull also chose MV GROUP Distribution as its partner in the Latvian market. According to Paškevičius, that decision was driven by MV GROUP Distribution LT’s experience and its understanding that market quality demands bold moves – moves the Lithuanian company has never been afraid to make.

Thinking about common goals

MV GROUP Distribution Marketing Director Aurinta Savickaitė adds that long-term success in distribution is built on solid mutual trust, clearly defined expectations and the ability to adapt to market changes.

She emphasises that a long-lasting partnership with strong suppliers and brand owners is a two-way process in which both sides constantly learn from each other. While the distribution company knows its markets, clients and local nuances best, partners often bring global experience, new methods, advanced solutions and innovative thinking.

“Over the years we have adopted best practices in brand positioning, marketing strategies and even process management. Such exchanges are invaluable because they let us grow as an organisation. On the other hand, we ourselves often become a valuable source of knowledge for our partners – sharing market insights, consumer behaviour shifts or local business specifics. In short, the essence of a strong partnership is not only sales but also joint growth and continuous improvement,” – she says.

According to Savickaitė, a sustainable partnership is born when partners care about a common outcome, not just their own goals. Then relationships based on trust, flexibility and long-term value emerge, allowing them to aim even higher.

“For example, when we entered the markets of Latvia, Estonia and Poland, we started from scratch: we had no teams, no client base, no established infrastructure. It was a major step, full of risk and uncertainty. Nevertheless, our long-term partners showed their trust – they signed cooperation agreements in these new markets for us, although they could have chosen existing local distributors. The value of a long-term partnership is that a partner trusts you not only when everything is stable but also when stepping into an uncertain future,” – Savickaitė explains.

She says that the fact such partnerships survive even in a fast-changing market means one thing: the company itself must constantly change, adapt and move forward. To remain competitive and reliable, it must constantly review processes, analyse data and search for innovative solutions – all possible only with a competent, professional team.

“Our partners stay with us because they see that we not only maintain contact but also actively respond to market shifts – we offer a relevant assortment, adapt to logistical challenges, and find solutions even in complex situations,” – MV GROUP Distribution Marketing Director concludes.