With a history spanning 360 years, the Šiauliai-based brewery “Gubernija” has become a unique phenomenon on Lithuania’s industrial and cultural map. Located in historical buildings once frequented by nobles of the Grand Duchy of Lithuania and used as a refuge by distributors of Lithuanian press, today it houses the modern visitor center “Gubernija HUB,” offering guided tours, tastings, and cultural events. Tourism experts note that the oldest operating industrial company in Lithuania is turning into a major tourist attraction, telling not only its own story but also that of Šiauliai’s modernization.
Historical sources confirm that a brewery has been operating in the Šiauliai suburb of Gubernija for 360 years. Throughout this time, “Gubernija” has maintained its core values and historical foundations while undergoing major transformation. Now managed by the company “MV GROUP Production,” the brewery uses state-of-the-art technologies to produce nearly 30 million liters of beverages annually.
“The original brewers based near Šiauliai probably could never have imagined such volumes. Nor that Šiauliai would one day become Lithuania’s fourth-largest city and an industrial center, with ‘Gubernija’s’ legacy shining brightly,” smiles Mindaugas Bistrickas, production director at “Gubernija.”
“Gubernija hub” – a popular industrial tourism destination
“Gubernija” and its rich history have become a significant tourism draw in Šiauliai. The newly renovated visitor center “Gubernija HUB”, which opened in October last year, invites guests not only to explore the brewery’s heritage and production technologies but also to participate in tours, tastings, trivia nights, and – soon – in outdoor concerts and open-air cinema screenings.
The modernized “Gubernija hub” visitor center immediately gained popularity. Vidmantė Mickevičienė, head of visitor centers at “MV GROUP Production,” which operates the breweries “Gubernija,” “Stumbras,” “Alita,” and “Anykščių vynas,” notes that visitor numbers nearly doubled between January and April of this year compared to the same period last year.
“The ‘Gubernija’ building itself is a valuable historical artifact. During the two-hour tour, guests of the modern visitor center gain fascinating insights and memorable experiences – from historical facts to sampling the newest ‘Gubernija’ creations. For example, many are pleasantly surprised by the dark bread kvass with hemp. And in September, during Šiauliai Days, we’re preparing a special experience for locals and city guests alike,” says Mickevičienė.
Meanwhile, Rūta Stankuvienė, head of Šiauliai’s tourism information center, says it’s no surprise that the “Gubernija” visitor center is attracting growing attention and helping to draw more tourists from both Lithuania and abroad: “It’s not only the oldest operating brewery in Lithuania but also the longest-running industrial enterprise in the country. It’s a true gem in Šiauliai’s industrial heritage and tourism offering.”
Strategic importance for Šiauliai’s tourism sector
“The identity of a city is shaped by its people and enterprises, past and present. That’s how the face of Šiauliai emerges – as the city of the sun, sweets, and unique museums, blooming in the light of interwar modernist architecture and a strong industrial and business core. We call it the magic of the three S’s. When you visit Šiauliai – where sun symbols are scattered across the city, where candy rivers flow and unique museums stand – you’re in for colorful impressions and charming stories,” says Stankuvienė.
She notes that “Gubernija HUB” offers visitors more than just insight into beverage production – it offers unique experiences. “Who wouldn’t be tempted to explore the cellars once frequented by nobility drinking beer? Or learn why the brewery’s cellars played a crucial role in preserving Lithuanian press? And if the intrigue and legends aren’t enough, maybe visitors will catch the echo of a ghost still heard in the vaulted cellars,” teases the tourism information center director.
According to Stankuvienė, the tourism information center is proud to present “Gubernija” to Lithuanian and international guests: “When we present Šiauliai at international tourism exhibitions and conferences, we always take pride in telling the unique story of ‘Gubernija’ and its modern visitor center. ‘Gubernija’ is a perfect example of how historical heritage can become a vibrant tourist attraction. The brewery has become an inseparable part of exploring Šiauliai’s history, culture, and industry.”
“Gubernija” and Šiauliai TIC collaboration for the city’s benefit
Production director Bistrickas emphasizes that cooperation with city institutions helps create a stronger Šiauliai identity, blending historical tradition with a modern outlook. Such partnerships, united by shared goals, help promote the city and attract more tourists from Lithuania and beyond.
“We’ve worked closely with the Šiauliai tourism information center team for many years. We can confidently say this organization and its people genuinely love their city and constantly look for new ways to surprise visitors and invite them to discover the city of the sun and its unique attractions. We’re proud to contribute to initiatives that help build Šiauliai’s image as an attractive tourism destination,” says Bistrickas.
He hints that new joint projects between “Gubernija” and the tourism information center are in the pipeline and will be announced in the future, with a surprise in the works for the city’s birthday and the historical brewery’s anniversary.
According to Stankuvienė, “Gubernija’s” various initiatives are already making a broader impact in Šiauliai. “The success of the country’s oldest operating factory and its integration into Šiauliai’s tourism and cultural life serves as an example for other companies, showing that industrial heritage can not only be preserved but also transformed into a vibrant attraction. It’s no coincidence that an industrial tourism working group is already operating in the city, uniting the municipality, businesses, and the cultural sector. This proves that ‘Gubernija’ is helping to develop and implement the city’s tourism strategy on a broader scale,” she says.
