United Romanian Breweries Bereprod (URBB)

United Romanian Breweries Bereprod, commonly known as URBB or Tuborg Romania, is one of the most significant players in the Romanian beverage market. Founded in the late 1990s and operational since 1997, the company established its state-of-the-art production facility in Pantelimon, near Bucharest. It stands as a landmark in the Romanian brewing industry, being a greenfield investment that brought international quality standards to the local market.

While the company is firmly rooted in Romania, its ownership and brand portfolio are deeply international. It operates under a strategic partnership and licensing agreement with the Carlsberg Group, allowing it to produce and distribute global brands like Tuborg, Carlsberg, and Holsten, alongside local favorites and other beverage categories including cider and soft drinks. This blend of local manufacturing excellence and global brand strategy has allowed URBB to remain a top competitor in the Southeast European market.

The ownership of United Romanian Breweries Bereprod is tied to the International Beer Breweries Ltd (IBBL), which is a key part of the Central Bottling Company (CBC) Group. This structure ensures that while the products are 'Made in Romania,' they are backed by the financial strength and technological expertise of a major Israeli-based international conglomerate, ensuring the brand remains competitive through 2026 and beyond.