This September, during the traditional Šiauliai Days celebration, locals and visitors will have a rare opportunity to take a closer look at one of the brightest symbols of the City of the Sun – Gubernija, Lithuania’s oldest brewery, proudly marking its 360th anniversary this year. The renovated Gubernija HUB Visitor Center will host four free guided tours, where registered guests will explore the brewery’s new visitor area, descend into its historic cellars, and sample world-renowned non-alcoholic beverages brewed on-site.
Held every autumn, Šiauliai Days is a meaningful celebration for the city – and for the iconic Gubernija brewery, an inseparable part of its heritage. This year, the event takes on special significance, as Gubernija joins the city in celebrating its 360-year milestone. To honor the occasion, the Gubernija HUB team is preparing a festive program for locals and guests alike.
“We’ve supported Šiauliai Days for many years, but this year is truly exceptional – it’s a jubilee! So we’re opening our doors and inviting everyone to come visit. In the evening, the celebration will continue at Šiauliai’s Central Park Stage, where we’ll gift the city a concert by the beloved pop artist Justė Arlauskaitė-Jazzu,” says Vidmantė Mickevičienė, Head of Visitor Centers at MV GROUP Production, which manages the brewery.
Organizers will provide free transportation
On Saturday, September 13th, the free tours at the Gubernija HUB Visitor Center will run at 12:00, 14:00, 16:00, and 18:00. Registration is required, and spaces are limited, so organizers encourage everyone to sign up early.
Getting there couldn’t be easier – free transportation will be provided from the city center to Gubernija and back for guests who prefer not to travel independently.
Tour participants will venture into Gubernija’s legendary cellars – a rare surviving site from the era of the Grand Duchy of Lithuania. These atmospheric vaults not only tell the story of beer-making, but also hide chapters of Lithuanian history: during the press ban, book smugglers used these very cellars to store and distribute forbidden Lithuanian literature, tucked safely away in beer barrels from the prying eyes of the Tsar’s police.
“Our malt building is equally unique – it houses the Gubernija HUB and is one of the oldest buildings in Šiauliai, second only to the church. So our guests don’t just experience tastes – they also step into local and industrial history,” adds Mickevičienė.
During Šiauliai Days, visitors to the Gubernija HUB will also get to taste traditional non-alcoholic drinks that have been crafted here for generations.
“Tourism that lets you see, taste, touch, and feel is rapidly gaining popularity. The renovated Gubernija HUB offers a fresh, engaging space that’s already become a cultural magnet and added a new flavor to the city’s cultural life,” says Mickevičienė.
Where culture, history, and flavor collide
After reopening last autumn following a major renovation, the Gubernija HUB instantly became a key cultural and industrial heritage site. It invites visitors to explore the story of Lithuania’s oldest brewery through a modern tourism lens. Within its 240-square-meter space – which includes a tasting hall, shop, and exhibition area – guests are encouraged to not just observe beverage production, but to feel it: from carefully preserved traditions to bold, modern flavor innovations.
“Our goal is to blend authenticity with innovation. Tours through cellars dating back to the Grand Duchy, meet-and-greets with brewing experts, and limited-edition tastings all help craft a unique narrative about Šiauliai’s industrial legacy and how it continues today. Every visit becomes an educational and cultural experience – appreciated by both locals and tourists alike,” says Mickevičienė.
According to the MV GROUP Production Visitor Center head, this model not only strengthens the Gubernija brand but also enhances the city’s cultural identity – setting an example for how industrial heritage can be seamlessly woven into modern cultural practices.
“September 13th is the day Gubernija throws open its doors to everyone eager to explore this exceptional space where history and culture meet. We warmly invite you to register, join us, and experience unforgettable moments at Lithuania’s oldest brewery,” encourages Mickevičienė.
