Snapshot: Shachar Shaine, URBB (Demo)

In february 2016,  Shachar Shaine returned as the manager of URBB (United Romanian Breweries Bereprod), a company he managed in 2004-2010.


How do you like your coffee?

I usually drink my coffee with soy milk, but if it’s not available then I prefer it black.


What’s your favorite app?

Waze. I have meetings almost every day, so it saves me a lot of time that I would otherwise lose being stuck in traffic.


Name 3 things you always carry with you.

No surprises here: phone, credit card and keys.


What’s your favorite place in Bucharest?

It’s a place where I spend a lot of time and where I invest time, energy and aspirations. I’m talking about Tuborg Factory, of course.


How did you spend your last holiday?

The cities of Europe are always a pleasure to discover, so I always try to put aside time to simply walk around town when I go somewhere on holiday. On my last holiday I was in Berlin, where I did just that: walked a lot and visited a lot.


What newspapers/magazines do you read?

I need to be in touch with everything that can influence our market, from economics to politics, so I prefer to follow an online newswire such as


What colour is your kitchen?

Classic white. I don’t spend very much time in the kitchen, but I like that it’s a space with minimalist and clean design.


Name 3 favorite hobbies.

I believe in the classic saying “mens sana in corpore sano”, so I like to read, but I also invest time in being active. In the summer I prefer to play basketball, while in the winter I usually go skiing.


The most important person in your life is…?

There’s not only one person. Both my family and my friends are very important to me.


What is your favorite car?

I’m a practical person, so I’ll say Fiat 500. I think it’s one of the best cars for driving in Bucharest.


If you wouldn’t have your actual career/job, what would you like to do (as a career/job)?

There are actually two potential careers that I’ve thought about (if I wouldn’t already be completely sold on what I’m doing right now). One would be teaching as a Marketing professor at University, the other one would be working in the research field, trying to discover something that can change mankind.


What do you like best about Romania?

The seaside in the summer is easily in my top three.

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