From https://github.com/kiegroup/droolsjbpm-build-bootstrap/blob/master/pom.xml#L1623:
<profile>
<id>productizedProfile</id>
<activation>
<property>
<name>productized</name>
</property>
</activation>
<properties>
<org.kie.productized>true</org.kie.productized>
</properties>
</profile>
The productized bits are build with "mvn -Dproductized ...".
When this happens, optashift should say "Business Optimizer" instead "OptaPlanner", etc