The Gubernija Visitor Centre, part of Lithuania’s oldest brewery and already a favorite among tourists, has received additional investment. The project aims to revitalize not only the indoor space of one of Šiauliai’s oldest buildings but also the surrounding outdoor area, where planned events will enrich the city’s cultural life. The renovated visitor centre is set to open its doors in the second half of October.
“The Gubernija Visitor Centre has been open since autumn 2021, and last year welcomed more than 7,000 visitors,” says Vidmantė Mickevičienė, Visitor Centre Manager at MV GROUP Production, the company that manages the Stumbras, Alita, Anykščių vynas, and Gubernija breweries. She notes that the first three years of the brewery’s Visitor Centre have shown that people are seeking new experiences. The opportunity to combine tastings with a visit to a historic factory building, steeped in centuries of history and recognized as a cultural heritage site, has quickly gained popularity.
MV GROUP Production will invest more than EUR 400,000 in the reconstruction of the Gubernija Visitor Centre. This will be used to create a 240-square-metre ground floor area with a tasting room, shop, and other facilities. Visitors will be able to learn about the history of the country’s oldest brewery and explore authentic spaces that reflect not only Gubernija’s past but also that of the Šiauliai region. Those interested in the beverage production process will be invited to participate in guided tours of the production facilities, visit the brewery’s famous cellars, taste unique brewed bread and beer, and learn about the subtleties of pairing beverages with food.
“After the opening of the reconstructed visitor centre, we will organize guided tours with beverage tastings, where guests can also sample exclusive limited-edition Gubernija products. We will offer the tasting room for various events, and in the outdoor area, we plan to host concerts, film screenings, themed evenings, and quiz nights,” says V. Mickevičienė.
Gubernija aims to create an exciting new space for the citizens of Šiauliai and its visitors, transforming it into a cultural hub that enriches the city’s life with fresh experiences.
“We are an integral part of Šiauliai, and the cultural and social life of the city is important to us. We are proud of our city and want to make a significant contribution to promoting it worldwide,” says V. Mickevičienė.
The Head of Visitor Centres at MV GROUP Production observes that tourism, which engages the senses beyond sight, is growing rapidly. After the pandemic and quarantine experiences, people are eager to spend time in unique places.
“The Gubernija Brewery is 360 years old, and its buildings tell many stories, transporting visitors back in time. We also have unique cellars dating back to the Grand Duchy of Lithuania, which we introduce to both local and foreign tourists. The malt house at our brewery is one of the oldest in Šiauliai, second only to the church, so we not only offer a gastronomic experience but also delve into the history of the region and its industry,” notes V. Mickevičienė.
The history of Lithuania’s oldest brewery and the beverages it produces is of interest not only to locals but also to visitors from abroad. Last year, the Gubernija Visitor Centre, in cooperation with tourism agencies, attracted a particularly large number of tourists from Germany, who made up more than half of the Centre’s visitors. There were also many visitors from neighboring Latvia.
According to V. Mickevičienė, the Gubernija Visitor Centre plans to continue its collaboration with tourism agencies after the reconstruction, expecting the number of visitors to grow and excursions to fill all days of the week.
