diff --git a/.automation/build-rpm.sh b/.automation/build-rpm.sh
index a860f088637f..f7f3bab7607e 100755
--- a/.automation/build-rpm.sh
+++ b/.automation/build-rpm.sh
@@ -1,26 +1,49 @@
 #!/bin/bash -xe
 
+# Directory, where build artifacts will be stored, should be passed as '-a' parameter
+ARTIFACTS_DIR=exported-artifacts
+
+# Process options
+while getopts ":a:" options; do
+    case $options in
+        a)  ARTIFACTS_DIR=$OPTARG;;
+        \?)
+            echo "Error: Invalid option"
+            exit;;
+    esac
+done
+
+# Build source packages
 source $(dirname "$(readlink -f "$0")")/build-srpm.sh
 
-# Install build dependencies
-dnf builddep -y rpmbuild/SRPMS/*src.rpm
+# GWT build memory needs to be limited
+EXTRA_BUILD_FLAGS="--no-transfer-progress"
+EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} -Dgwt.compiler.localWorkers=1"
+EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} -Dgwt.jvmArgs='-Xms1G -Xmx3G'"
 
-# Perform reasonable quick build with unit tests execution
-BUILD_UT=1
-BUILD_ALL_USER_AGENTS=0
-BUILD_LOCALES=0
+# Maven memory needs to be limited
+export MAVEN_OPTS="-Xms1G -Xmx2G"
+
+# Set the location of the JDK that will be used for compilation
+export JAVA_HOME="${JAVA_HOME:=/usr/lib/jvm/java-11}"
+
+# Install build dependencies
+if [[ $(id -u) -ne 0 ]]; then
+    sudo dnf builddep -y ${top_dir}/SRPMS/*src.rpm
+else
+    dnf builddep -y ${top_dir}/SRPMS/*src.rpm
+fi
 
-# Build binary package
+# Build binary package with the minimal build. GH RPM builds
+# will be used only for OST so Firefox and Chrome are enough.
 rpmbuild \
-    -D "_topmdir rpmbuild" \
-    -D "_rpmdir rpmbuild" \
-    ${RELEASE:+-D "release_suffix ${RELEASE}"} \
-    -D "ovirt_build_ut ${BUILD_UT}" \
-    -D "ovirt_build_all_user_agents ${BUILD_ALL_USER_AGENTS}" \
-    -D "ovirt_build_locales ${BUILD_LOCALES}" \
+    -D "_topdir ${top_dir}" \
+    -D "release_suffix ${SNAPSHOT_SUFFIX}" \
     -D "ovirt_build_extra_flags ${EXTRA_BUILD_FLAGS}" \
-    --rebuild rpmbuild/SRPMS/*src.rpm
+    --with ovirt_build_minimal \
+    --with ovirt_build_ut \
+    --rebuild ${top_dir}/SRPMS/*src.rpm
 
 # Move RPMs to exported artifacts
-[[ -d $ARTIFACTS_DIR ]] || mkdir -p $ARTIFACTS_DIR
-find rpmbuild -iname \*rpm | xargs mv -t $ARTIFACTS_DIR
+[[ -d ${ARTIFACTS_DIR} ]] || mkdir -p ${ARTIFACTS_DIR}
+find ${top_dir} -iname \*rpm -print0 | xargs -0 mv -t ${ARTIFACTS_DIR}
diff --git a/.automation/build-srpm.sh b/.automation/build-srpm.sh
index 5578c7e152ab..13f08b133f54 100755
--- a/.automation/build-srpm.sh
+++ b/.automation/build-srpm.sh
@@ -1,45 +1,47 @@
 #!/bin/bash -xe
 
-# git hash of current commit should be passed as the 1st paraameter
-if [ "${GITHUB_SHA}" == "" ]; then
-  GIT_HASH=$(git rev-list HEAD | wc -l)
-else
-  GIT_HASH=$(git rev-parse --short $GITHUB_SHA)
-fi
-
-# Directory, where build artifacts will be stored, should be passed as the 1st parameter
-ARTIFACTS_DIR=${1:-exported-artifacts}
-
-# Prepare the version string (with support for SNAPSHOT versioning)
-VERSION=$(mvn help:evaluate  -q -DforceStdout -Dexpression=project.version)
-VERSION=${VERSION/-SNAPSHOT/-0.${GIT_HASH}.$(date +%04Y%02m%02d%02H%02M)}
-IFS='-' read -ra VERSION <<< "$VERSION"
-RELEASE=${VERSION[1]-1}
-MILESTONE=master
-
-# GH RPM builds will be used only for OST so Firefox and Chrome are enough
-# GWT build memory needs to be limited
-EXTRA_BUILD_FLAGS=""
-EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} --no-transfer-progress"
-EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} -Dgwt.userAgent=gecko1_8,safari"
-EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} -Dgwt.compiler.localWorkers=1"
-EXTRA_BUILD_FLAGS="${EXTRA_BUILD_FLAGS} -Dgwt.jvmArgs='-Xms1G -Xmx3G'"
+# Building srpm for copr?
+copr_build=0
+
+# Process options
+while getopts ":c" options; do
+    case $options in
+        c)  copr_build=1;;
+        \?)
+            echo "Error: Invalid option"
+            exit;;
+    esac
+done
+
+# Ensure the build validation passes
+make validations
 
-export MAVEN_OPTS="-Xms1G -Xmx2G"
+# git hash of the HEAD commit (GH action may be the PR merge commit)
+GIT_HASH=$(git rev-parse --short HEAD)
 
-# Set the location of the JDK that will be used for compilation:
-export JAVA_HOME="${JAVA_HOME:=/usr/lib/jvm/java-11}"
+# Prepare the SNAPSHOT release suffix if a MILESTONE is available
+SNAPSHOT_SUFFIX=
+if [[ "$(make -f version.mak print-MILESTONE)" != "MILESTONE=" ]]; then
+  SNAPSHOT_SUFFIX=".git${GIT_HASH}"
+fi
+export SNAPSHOT_SUFFIX
 
-[ -d ${ARTIFACTS_DIR} ] || mkdir -p ${ARTIFACTS_DIR}
-[ -d rpmbuild/SOURCES ] || mkdir -p rpmbuild/SOURCES
+# For a copr snapshot build, burn in the release_suffix as -D options are not preserved when rebuilding from srpm
+if [[ ${copr_build} -eq 1 && "${SNAPSHOT_SUFFIX}" != "" ]]; then
+  sed "s:%{?release_suffix}:${SNAPSHOT_SUFFIX}:" -i ovirt-engine.spec.in
+fi
 
-make validations
+# Create RPM build directories
+export top_dir="${PWD}/rpmbuild"
+test -d "${top_dir}" && rm -rf "${top_dir}" || :
+mkdir -p "${top_dir}/SOURCES"
 
 # Get the tarball
 make dist
-mv *.tar.gz rpmbuild/SOURCES
+mv *.tar.gz ${top_dir}/SOURCES
 
-# create the src.rpm
+# Create the src.rpm
 rpmbuild \
-    -D "_topdir rpmbuild" \
-    -ts rpmbuild/SOURCES/*.gz
+    -D "_topdir ${top_dir}" \
+    ${SNAPSHOT_SUFFIX:+-D "release_suffix ${SNAPSHOT_SUFFIX}"} \
+    -ts ${top_dir}/SOURCES/*.gz
diff --git a/.copr/Makefile b/.copr/Makefile
index d5395725b1a6..6f2f92fd00ed 100644
--- a/.copr/Makefile
+++ b/.copr/Makefile
@@ -9,12 +9,5 @@ git_cfg_safe:
 	git config --global --add safe.directory "$(shell pwd)"
 
 srpm: installdeps git_cfg_safe
-	$(eval SUFFIX=.git$(shell git rev-parse --short HEAD))
-	# changing the spec file as passing -D won't preserve the suffix when rebuilding in mock
-	sed "s:%{?release_suffix}:${SUFFIX}:" -i ovirt-engine.spec.in
-	mkdir -p tmp.repos/SOURCES
-	make dist
-	rpmbuild \
-		-D "_topdir tmp.repos" \
-		-ts ./*.tar.gz
-	cp tmp.repos/SRPMS/*.src.rpm $(outdir)
+	./.automation/build-srpm.sh -c
+	cp rpmbuild/SRPMS/*.src.rpm $(outdir)
diff --git a/.github/workflows/build.yml b/.github/workflows/build.yml
index a7f5bb9dc363..503cf0bec220 100644
--- a/.github/workflows/build.yml
+++ b/.github/workflows/build.yml
@@ -92,7 +92,7 @@ jobs:
 
     - name: Perform build
       run: |
-        .automation/build-rpm.sh $ARTIFACTS_DIR
+        .automation/build-rpm.sh -a $ARTIFACTS_DIR
 
     - name: Create DNF repository
       run: |
diff --git a/Makefile b/Makefile
index 864969635fc1..30639d09c648 100644
--- a/Makefile
+++ b/Makefile
@@ -371,7 +371,7 @@ validations:	generated-files
 		fi; \
 	fi
 	if [ "$(BUILD_VALIDATION)" != 0 ]; then \
-                echo "Performing build validation." &&\
+		echo "Performing build validation." &&\
 		build/shell-check.sh && \
 		build/python-check.sh && \
 		build/ansible-check.sh && \
diff --git a/README.adoc b/README.adoc
index 7b6122c23944..cf30ae310422 100644
--- a/README.adoc
+++ b/README.adoc
@@ -580,34 +580,56 @@ And install a drop-in configuration file to override engine developement setup:
   # yum-builddep @srpm@
   # rpmbuild -tb @tarball@
 
-The following spec file variables are available for package customization:
+The following spec file options / conditional builds (set with `--with` or `--without`)
+are available for package customization:
 
-ovirt_build_quick:: Quick build, best for syntax checks. Default is `0`.
+ovirt_build_quick::
+  Quick build, best for syntax checks. Default is `without`.
 
-ovirt_build_minimal:: Build minimal Firefox only package. Default is
-`0`.
+ovirt_build_minimal::
+  Build minimal user agent (Gecko/Firefox and WebKit/Chrome/Safari) and locale (English)
+  package. For snapshot builds, the default is `with`, otherwise default is `without`.
 
-ovirt_build_user_agent:: When using quick or minimal build, build only
-for this user agent. Default is `gecko1_8` (Firefox). To build for
-Chrome use `safari`.
+ovirt_build_full::
+  Build all GWT components with all user agents and locales.  Selected by default when
+  `ovirt_build_quick` or `ovirt_build_minimal` is not explicitly selected.
 
-ovirt_build_gwt:: Build GWT components. Default is `1`.
+ovirt_build_gwt::
+  Build GWT components. Default is `with`, but is `without` when the `ovirt_build_quick`
+  option is enalbed.
 
-ovirt_build_all_user_agents:: Build GWT components for all supported
-browsers. Default is `1`.
+ovirt_build_all_user_agents::
+  Build GWT components for all supported browsers. Default is `with`, but is `without`
+  when the `ovirt_build_minimal` option is enabled.
 
-ovirt_build_locales:: Build GWT components for all supported locales.
-Default is `1`.
+ovirt_build_all_locales::
+  Build GWT components for all supported locales. Default is `with`, but is `without`
+  when the `ovirt_build_minimal` option is enabled.
+
+ovirt_build_ut::
+  Run unit tests with the build.  Default is `with` when `ovirt_build_full` is selected,
+  otherwise defaults to `without`.
+
+The following spec file variables (set with `--define`) are available for package customization:
+
+ovirt_build_user_agent::
+  When using quick or minimal build, build only for this user agent. Default is
+  `gecko1_8,safari` (Firefox and Chrome/Safari).
+
+ovirt_build_locales::
+  When using quick or minimal build, build only for this set of locales. Default is
+  `en_US`. To build for additional locales, use a comma separated list.  For example,
+  setting to `en_US,ja_JP` will build for English and Japanese.
 
-Examples:
+==== Examples
 
-Build minimal rpm package for Firefox::
+Build minimal rpm package for Firefox and Chrome/Safari::
 
-    $ rpmbuild -D"ovirt_build_minimal 1" -tb @tarball@
+    $ rpmbuild --with ovirt_build_minimal -tb @tarball@
 
-Build minimal rpm package for Chrome or Safari::
+Build minimal rpm package for Chrome/Safari only::
 
-    $ rpmbuild -D"ovirt_build_minimal 1" -D"ovirt_build_user_agent safari" -tb @tarball@
+    $ rpmbuild --with ovirt_build_minimal --define "ovirt_build_user_agent safari" -tb @tarball@
 
 === Ansible Lint
 
diff --git a/bump_release.sh b/bump_release.sh
index 6181d27a7565..e817fb7fabb6 100755
--- a/bump_release.sh
+++ b/bump_release.sh
@@ -18,25 +18,7 @@ export CHANGELOG
 # Add changelog to the spec file
 sed -i "/^%changelog/a ${CHANGELOG}" ovirt-engine.spec.in
 
-# Adjust copr build config for releasing
-patch -p0 --ignore-whitespace .copr/Makefile <<'__EOF__'
-diff --git a/.copr/Makefile b/.copr/Makefile
-index 51e3299e3e5..b2d4a195740 100644
---- a/.copr/Makefile
-+++ b/.copr/Makefile
-@@ -9,9 +9,9 @@ git_cfg_safe:
-        git config --global --add safe.directory "$(shell pwd)"
-
- srpm: installdeps git_cfg_safe
--       $(eval SUFFIX=.git$(shell git rev-parse --short HEAD))
-+       # $(eval SUFFIX=.git$(shell git rev-parse --short HEAD))
-        # changing the spec file as passing -D won't preserve the suffix when rebuilding in mock
--       sed "s:%{?release_suffix}:${SUFFIX}:" -i ovirt-engine.spec.in
-+       # sed "s:%{?release_suffix}:${SUFFIX}:" -i ovirt-engine.spec.in
-        mkdir -p tmp.repos/SOURCES
-        make dist
-        rpmbuild \
-__EOF__
+# copr/build-srpm.sh will skip the snapshot suffix if `version.mak` does not select a MILESTONE
 
 # commit
 git add -u
diff --git a/ovirt-engine.spec.in b/ovirt-engine.spec.in
index 02f333602003..af1778258a77 100644
--- a/ovirt-engine.spec.in
+++ b/ovirt-engine.spec.in
@@ -1,47 +1,100 @@
 # CUSTOMIZATION-BEGIN
 #
-# ovirt_build_extra_flags
-# ovirt_build_ut
-%if "@MILESTONE@"!="" && 0%{!?ovirt_build_minimal:1}
-%global ovirt_build_minimal 1
-%endif
-%if 0%{?ovirt_build_user_agent:1}
-%global _ovirt_build_user_agent %{ovirt_build_user_agent}
+# Note: rpm 4.18 has a much better `bcond()` macro that makes the if/else blocks a single line
+#       `bcond_with abc` means "require `rpmbuild --with abc` to enable this option" (off by default)
+#       `bcond_without abc` means "require `rpmbuild --without abc` to disable this option" (on by default)
+#
+# == build types (group of flags)
+# conditional build "quick" consists of the following build options:
+#   --without ovirt_build_gwt
+#   --without ovirt_build_ut
+%bcond_with ovirt_build_quick
+
+# conditional build "draft" consists of the "minimal" options plus extra build flag '-Pgwtdraft':
+#   --with ovirt_build_gwt
+#   --without ovirt_build_all_user_agents
+#   --without ovirt_build_all_locales
+#   --without ovirt_build_ut
+#   --define ovirt_build_user_agent gecko1_8,safari
+#   --define ovirt_build_locales en_US
+#   EXTRA_BUILD_FLAGS=..." -P gwtdraft "
+%bcond_with ovirt_build_draft
+
+# conditional build "minimal" consists of the following build options:
+#   --with ovirt_build_gwt
+#   --without ovirt_build_all_user_agents
+#   --without ovirt_build_all_locales
+#   --without ovirt_build_ut
+#   --define ovirt_build_user_agent gecko1_8,safari
+#   --define ovirt_build_locales en_US
+#
+#   *** This is the default build if a MILESTONE (snapshot build) is set
+%global MILESTONE "@MILESTONE@"
+%if %{defined _with_ovirt_build_quick} || %{defined _with_ovirt_build_draft} || %{defined _with_ovirt_build_full} || %{MILESTONE}==""
+%bcond_with ovirt_build_minimal
 %else
-%global _ovirt_build_user_agent gecko1_8,safari
+%bcond_without ovirt_build_minimal
 %endif
-%if 0%{?ovirt_build_quick}
-%global _ovirt_build_ut 0
-%global ovirt_build_gwt 0
+
+%global ovirt_build_minimal_user_agents gecko1_8,safari
+%global ovirt_build_minimal_user_locales en_US
+
+# conditional build "full" performs unit tests, and builds GWT for all  user agents and locales
+#   *** This is the default build if no other build type has been selected
+%if %{with ovirt_build_quick} || %{with ovirt_build_draft} || %{with ovirt_build_minimal}
+%bcond_with ovirt_build_full
+%else
+%bcond_without ovirt_build_full
 %endif
-%if 0%{?ovirt_build_minimal}
-%global _ovirt_build_ut 0
-%global ovirt_build_all_user_agents 0
-%global ovirt_build_locales 0
-%global _ovirt_build_extra_flags -D gwt.userAgent=%{_ovirt_build_user_agent}
+
+%{echo:build type: %{?with_ovirt_build_quick:quick}%{?with_ovirt_build_minimal:minimal}%{?with_ovirt_build_draft:draft}%{?with_ovirt_build_full:full}}
+
+# == build flags
+# build GWT (webadmin), but NOT when "quick"
+%if %{without ovirt_build_quick}
+%bcond_without ovirt_build_gwt
+%else
+%bcond_with ovirt_build_gwt
 %endif
-%if 0%{?ovirt_build_draft}
-%global _ovirt_build_ut 0
-%global ovirt_build_all_user_agents 0
-%global ovirt_build_locales 0
-%global _ovirt_build_extra_flags -D gwt.userAgent=%{_ovirt_build_user_agent} -P gwtdraft
+
+# build all user agents, but only by default when "full"
+%if %{with ovirt_build_full}
+%bcond_without ovirt_build_all_user_agents
+%else
+%bcond_with ovirt_build_all_user_agents
 %endif
-%if 0%{!?ovirt_build_ut:1}
-%if 0%{?_ovirt_build_ut:1}
-%global ovirt_build_ut %{_ovirt_build_ut}
+
+# build all locales, but only by default when "full"
+%if %{with ovirt_build_full}
+%bcond_without ovirt_build_all_locales
 %else
-%global ovirt_build_ut 1
+%bcond_with ovirt_build_all_locales
 %endif
+
+# build unit tests, but only by default when "full"
+%if %{with ovirt_build_full}
+%bcond_without ovirt_build_ut
+%else
+%bcond_with ovirt_build_ut
 %endif
-%if 0%{!?ovirt_build_gwt:1}
-%global ovirt_build_gwt 1
+
+# == convert the build flags to `EXTRA_BUILD_FLAGS` as needed
+%if %{defined ovirt_build_user_agent} || %{with ovirt_build_minimal} || %{with ovirt_build_draft}
+%global extra_build_flags_user_agents -Dgwt.userAgent=%{?ovirt_build_user_agent}%{!?ovirt_build_user_agent:%{?ovirt_build_minimal_user_agents}}
 %endif
-%if 0%{!?ovirt_build_locales:1}
-%global ovirt_build_locales 1
+
+%if %{defined ovirt_build_locales} || %{with ovirt_build_minimal} || %{with ovirt_build_draft}
+%global extra_build_flags_locales -Dgwt.locale=%{?ovirt_build_locales}%{!?ovirt_build_locales:%{?ovirt_build_minimal_user_locales}}
 %endif
-%if 0%{!?ovirt_build_all_user_agents:1}
-%global ovirt_build_all_user_agents 1
+
+%if %{defined extra_build_flags_user_agents} || %{defined extra_build_flags_locales} || %{with ovirt_build_draft} || %{defined ovirt_build_extra_flags}
+%global EXTRA_BUILD_FLAGS \
+    %{?extra_build_flags_user_agents} \
+    %{?extra_build_flags_locales} \
+    %{?with_ovirt_build_draft:-P gwtdraft} \
+    %{?ovirt_build_extra_flags}
 %endif
+
 # define "rhv_build 1" to perform RHV Manager build
 #if True
 %global rhv_build 1
@@ -50,7 +103,6 @@
 #end if
 #
 # CUSTOMIZATION-END
-#
 
 #raw
 
@@ -66,14 +118,6 @@
 %global _jarsign_opts --unsign=/usr/share/ovirt-engine
 %endif
 
-#
-# rpm does not support override
-# nor modify of variables
-#
-%if %{?_ovirt_build_extra_flags:1}%{?ovirt_build_extra_flags:1}0
-%global EXTRA_BUILD_FLAGS %{?_ovirt_build_extra_flags:%{_ovirt_build_extra_flags}}%{?ovirt_build_extra_flags: %{ovirt_build_extra_flags}}
-%endif
-
 #
 # Supported distributions:
 # Fedora >= 30
@@ -160,10 +204,10 @@ getent passwd %1 >/dev/null || useradd -r -u %2 -g %3 -c %5 -s /sbin/nologin -d
 
 %global make_common_opts \\\
 	-j1 \\\
-	BUILD_GWT=%{ovirt_build_gwt} \\\
-	BUILD_ALL_USER_AGENTS=%{ovirt_build_all_user_agents} \\\
-	BUILD_LOCALES=%{ovirt_build_locales} \\\
-	BUILD_UT=%{ovirt_build_ut} \\\
+	%{!?with_ovirt_build_gwt:BUILD_GWT=0} \\\
+	%{?with_ovirt_build_all_user_agents:BUILD_ALL_USER_AGENTS=1} \\\
+	%{?with_ovirt_build_all_locales:BUILD_LOCALES=1} \\\
+	%{!?with_ovirt_build_ut:BUILD_UT=0} \\\
 	BUILD_VALIDATION=0 \\\
 	PACKAGE_NAME=%{name} \\\
 	RPM_VERSION=%{version} \\\
@@ -198,7 +242,7 @@ getent passwd %1 >/dev/null || useradd -r -u %2 -g %3 -c %5 -s /sbin/nologin -d
 	PKG_GROUP=%{engine_group} \\\
 	POSTGRESQL_SYSTEMD_SERVICE=postgresql.service \\\
 	WILDFLY_OVERLAY_MODULES=%{wildfly_overlay_modules} \\\
-	%{?EXTRA_BUILD_FLAGS:EXTRA_BUILD_FLAGS="%{EXTRA_BUILD_FLAGS}"} \\\
+	%{?EXTRA_BUILD_FLAGS:EXTRA_BUILD_FLAGS="%{shrink:%{EXTRA_BUILD_FLAGS}}"} \\\
 	%{?extra_common_opts}
 
 %if %{rhv_build}
diff --git a/version.mak b/version.mak
index efc95808a142..607c056b4778 100644
--- a/version.mak
+++ b/version.mak
@@ -26,6 +26,7 @@ AUTO_MILESTONE=$(shell cat pom.xml | head -n 20 | grep '<version>' | head -n 1 |
 # AUTO_RPM_RELEASE is set to 0.0.something on SNAPSHOT builds, and to RPM_RELEASE_ON_RELEASE otherwise.
 AUTO_RPM_RELEASE=$(shell if cat pom.xml | head -n 20 | grep '<version>' | head -n 1 | sed -e 's/.*>\(.*\)<.*/\1/' | grep -q 'SNAPSHOT$$'; then echo 0.2.$(MILESTONE).$$(date -u +%Y%m%d%H%M%S); else echo $(RPM_RELEASE_ON_RELEASE); fi)
 
+# MILESTONE should be automatic.
 MILESTONE=$(AUTO_MILESTONE)
 
 # RPM release should be automatic. If needed to be set manually:
@@ -48,3 +49,6 @@ RPM_RELEASE=$(AUTO_RPM_RELEASE)
 # Or leave empty to have only mead numbering.
 #
 DOWNSTREAM_RPM_RELEASE_PREFIX=0.
+
+# Helper target to print the value of a Makefile variable (`make print-MILESTONE`)
+print-%: ; @echo $*=$($*)