Shaine replaces Mihai Ghyka, former President of InBev Romania, another important player on the Romanian beer market.

Of Israeli origin, Shaine began his activities with Tuborg Romania in 1999, serving as its Vice President of Marketing until 2004. As of May 2004, he is President of URBB, whose portfolio includes brands such as Tuborg, Holsten and Carlsbert.

All multinational producers in Romania, namely Heineken, InBev, Ursus Breweries, and URBB, are part of the Association of Romanian Brewers, which covers some 80 percent of the domestic beer market, estimated this year to be worth over €1 billion. As of 1 January 2008, “Romanian Brewers” joined the Association of European Brewers, which includes Europe’s major beer producers.