Kaunas has welcomed a new destination for consumers looking for quality beverages. Strengthening its position in the retail market, MV GROUP is expanding its network of ‘Alaus kronikos. Gubernija’ branded stores, a new-format concept that has already gained popularity among customers. On 7 August, the third specialised store in Lithuania opened its doors in Kaunas, following an investment of around EUR 150,000.
The new ‘Alaus kronikos. Gubernija’ store is located at the Urmas shopping complex, in the Eastern Gallery at Pramonės pr. 16. Customers will find it directly opposite the checkouts of the newly opened Norfa store.
According to MV GROUP CEO Marijus Cilcius, the move into Kaunas reflects the company’s long-term strategy of getting closer to customers and expanding a retail network focused on delivering a distinctive customer experience.
“The stores in Šiauliai and Vilnius have met our expectations. They found their audience from the very beginning and sales have been growing steadily, so we are now bringing the concept to Kaunas as well. We chose Lithuania’s temporary capital deliberately: four of our Bottlery stores are already operating successfully here, which means we know the city’s customers and their needs well. Our aim is not only to offer a carefully selected product range, but also to provide a consistent and recognisable shopping experience. Customers will find the familiar ‘Alaus kronikos. Gubernija’ concept, professional advice and an opportunity to discover more about the rich history of Gubernija,” says Cilcius.
Retail is not a new area for the group. In fact, the history of MV GROUP began with a small store in 1992, while today the company also operates Bottlery and Nespresso stores.
Over more than 30 years in business, MV GROUP has built a unique business ecosystem spanning production, distribution, logistics and retail. This experience gives the company a comprehensive view of the entire product journey to the consumer and enables it to harness synergies across different areas of the business when developing new retail concepts.
The same advantages now available to customers in Kaunas
The new ‘Alaus kronikos. Gubernija’ branded store is located in one of Kaunas’ busiest retail destinations, the Urmas shopping complex, which attracts a high volume of visitors every day. This makes the store convenient both for customers doing their everyday shopping and for those specifically looking for a more specialised product range.
The Kaunas store follows the same concept that has already proved successful in Šiauliai and Vilnius. It offers a wide selection of non-alcoholic and other beverages, along with snacks selected to complement them.
“This retail format is our response to the needs of today’s consumer. We want every visit to offer an opportunity to discover something new – whether it is a more unusual drink or snack, a personally curated gift, or an unexpected fact about Lithuania’s brewing traditions,” says Kristina Žižova, Head of Retail and E-commerce at MV GROUP Distribution.
Customers at the new store will find products from Lithuania as well as Germany, Ukraine, Italy and other countries. Those looking for gifts can conveniently select beverages and glassware in-store and have everything stylishly packaged on the spot.
More new locations planned
Two other ‘Alaus kronikos. Gubernija’ stores are currently operating in Lithuania: one in Vilnius at the IKI Baltupiai shopping centre and another in Šiauliai at the IKI Turgus shopping centre. The success of the first stores and the steadily growing base of loyal customers are encouraging further expansion. The company is already in discussions over two additional locations in Vilnius, which are planned to open next year.
“We are taking a measured approach to expansion, opening new stores where we see genuine customer demand and sustainable growth potential. We believe there is still untapped potential in the capital and want to make the ‘Alaus kronikos. Gubernija’ experience accessible to an even wider range of customers,” says Cilcius.
The stores’ distinctive visual identity was developed with the help of professionals from several fields. Design agency DADADA was responsible for brand development and visual storytelling, while Incanto Solutions delivered the interior design and spatial concept, from the initial drawings through to the final execution.
Inside the stores, clearly defined functional zones are combined with carefully selected materials and a contrasting interplay of light and colour. Visual consistency is maintained from the exterior elements through to the smallest interior details, using a coherent choice of materials, colour palette and graphic communication.
