Heineken, Alfred Henry

▪ 2003

      Dutch brewer (b. Nov. 4, 1923, Amsterdam, Neth.—d. Jan. 3, 2002, Noordwijk, Neth.), during a lifetime at the brewery incorporated by his grandfather in 1873, used aggressive and innovative marketing to build Heineken NV into the world's third largest beer company; he was also credited with designing Heineken beer's familiar green bottle and distinctive black-and-red logo. “Freddy” Heineken joined the firm in 1942, the same year that his family lost controlling interest. By 1948 he had personally created a market share for Heineken beer in the U.S., and in 1954 he reacquired a majority of the company stock. He served as Heineken NV's chairman of the executive board (1971–89) and remained chairman of the supervisory board until 1995. Heineken lived a largely reclusive personal life after a highly publicized kidnapping in 1983, when he was held in a concrete cell for three weeks before being rescued by police.

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