|The company mourns the loss of a man who,
on 1 June 1942 at the age of 18, first came to work at the brewery
which his grandfather had acquired in 1864. Heineken N.V. is indebted
to Mr Heineken for having built the family business into the leading
international brewery group it is today.
Alfred Heineken was for many years Chairman and Delegate Member of the
Management Board of Heineken Holding N.V., the company which holds a
controlling interest in the brewery. In keeping with Mr. Heineken's
wishes, control of Heineken Holding will remain in the family.
A private funeral service will be held for close family members only.
"With the passing of Freddy Heineken, we have lost a unique
man," says Karel Vuursteen, Chairman of the Executive Board of
Heineken N.V. "He was devoted to our company heart and soul. His
breadth of knowledge, creativity, intuition and good humour made him
the multi-faceted personality he was. I know I speak for all the
employees when I say that we have a lot to thank him for. Freddy
Heineken's name will forever be linked with our company."
HEINEKEN, A.H. (ALFRED HENRY)
Born in Amsterdam, on 4th November 1923
1942 – 1995 Heineken N.V.
Executive positions: 1951 – 1958 Member of the Supervisory Board
1958 – 1964 Delegate Member of the Supervisory Board
1964 – 1969 Member of the Executive Board
1969 – 1971 Vice-Chairman of the Executive Board
1971 – 1989 Chairman of the Executive Board
1989 – 1995 Chairman and Delegate Member of the Supervisory Board
1952 – Heineken Holding N.V.
Executive positions: 1962 – 1979 Delegate Member of the Board of
1979 – Chairman and Delegate Member of the Board of Directors
- Member of the Supervisory Board of Thyssen Bornemisza SAM
- Member of the Supervisory Board of British Petroleum Company
- Member of the Supervisory Board of ABN (Algemene Bank Nederland)
- Member of the Supervisory Board of SHV (Steenkolen
- Knight of the Order of the Dutch Lion (1983)
- Knight of the Order of the Legion of Honour (France) (1983)
- Honorary Doctorate of Law of the University of Rochester (1989)
- Commander of the Order of Orange Nassau (1989)
- Honorary Title Master of Business Administration of INSEAD (1989)
- Silver Medal of Mayor and Aldermen of Amsterdam (1989)
- 1990 Silver Academy Medal of the Royal Netherlands Academy of
- Officer of the Order of the Legion of Honour (France) (1991)
- Honorary Doctorate of Humane Letters of the Hofstra University, New
The Life of Alfred Henry Heineken
Born in Amsterdam, The Netherlands on 4 November 1923
Died in Noordwijk, The Netherlands on 3 January 2002
'In the end life is all about advertising'
Alfred Henry Heineken was born on 4th November 1923 in Amsterdam. His
grandfather, Gerard Adriaan Heineken, founded the Heineken brewery in
1864 and his father, Henry Pierre Heineken, ran the company from 1914
to 1940. Alfred Henry Heineken started working in the brewery on 1st
June 1942. From March 1946 to September 1948 he worked in the sales
department of Heineken's American importer. It was during this period
that his life changed completely: he became passionately interested in
advertising and, most importantly, he met Lucille Cummins, a young
American lady, whom he married on 28th August 1948.
In 1951, he started working at the Heineken Head Office in Amsterdam
where he became the key figure in the Advertising Department, which he
had set up. "Had I not been a beer brewer I would have become an
advertising man", said Alfred Heineken. The magic of the Heineken
brand became his life's work. He was the man who introduced the
smiling letter 'e' in the Heineken brand name, he made the Heineken
brand colour green and he was the man who was the spiritual father of
the Heineken logo as we know it today, the combination of a star, a
banner and a hop vine. Alfred Heineken, the brewer, turned out to be a
marketing genius in an age when the term 'marketing' was still unknown.
"I don't sell beer, I sell warmth" was his motto.
Although his father lost the family's controlling interest in 1942,
Alfred Heineken managed to regain the majority shareholding in
Heineken N.V. He was a member of the Supervisory Board of Heineken
N.V. from 1951 to 1958 and a delegated member of the Supervisory Board
from 1958 to 1964. In 1964 he became a member of the Executive Board,
and from 1971 to 1989 he was Chairman of the Executive Board of
Heineken N.V. Under his leadership, the Heineken brewery grew into a
global company. Alfred Heineken, as the majority shareholder and
Chairman of the Board, was in a position to set out the long-term
strategy for the company.
His vision was to make the Heineken brand a global brand and to
conquer the European markets with the Heineken brand. By the time he
retired as Chairman of the Executive Board on 27th April 1989,
Heineken had become the most international brewery group in the world.
From 1989 to 1995 he was Chairman of the Supervisory Board and a
delegated member of the Supervisory Board. This was his last official
position within Heineken N.V. He did, however, remain the majority
shareholder and Chairman of the Management Board of Heineken Holding
N.V., the company, which holds the controlling interest in Heineken
Alfred Heineken was also very active in social and cultural affairs.
In honour of his father, he founded the Dr H.P. Heineken Foundation, a
foundation that since 1964 has awarded every two years cash prizes for
pioneering, scientific work in biochemistry and biophysics. In the
1980s, Mr Heineken founded the Alfred Heineken Fondsen Foundation,
which awards, also every two years, four cash prizes to the sciences
and the arts. Three Dr A.H. Heineken prizes are awarded for
exceptional achievements in medicine, historical science and the
environmental sciences. The fourth prize goes to an artist living and
working in the Netherlands. Alfred Heineken has been decorated for
several of his activities. He was made a Knight in the Order of the
Dutch Lion and a Commander in the Order of Oranje-Nassau. In France,
he was made first a Knight and later an Officer in the Order of the
Legion of Honour. He received an Honorary Doctorate of Law from the
University of Rochester. INSEAD, the international management
institute, awarded him the honorary title of Master of Business
Administration. The Burgomaster and Aldermen of Amsterdam presented
him with the Silver Medallion of the capital, and the Royal
Netherlands Academy of Arts and Sciences presented him with the Silver
Academy Medallion in 1990. The board of the Cannes international
advertising festival acclaimed him Advertising Man of the Year in
1995. In 1999, he was chosen as Advertiser of the Century in the
Netherlands, and the Heineken brand was awarded Brand of the Century.
'Freddy' Heineken, as he was known to his many friends and a few close
colleagues, had a very intense love of music, architecture, film,
photography and visual arts. He found the ideal of the homo
universalis most appealing. His wide knowledge, creativity,
intuition and humour made him an extremely fascinating personality.
His kidnapping on 9th November 1983, and his subsequent release three
weeks later, were world news. Following that traumatic experience,
Alfred Heineken limited his public appearances and became very
protective of his private life. In the few interviews he gave he was
known as a man who spoke his mind and had strong views on a wide
variety of subjects, including on the subject of death: "It is
not all that dreadful to die, because it was not all that bad before
you were born".
The driving force in his life was his family. Alfred Heineken is
survived by his wife, his daughter, his son-in-law and his five
Alfred Henry Heineken died on 3 January 2002. Today the world says
farewell to a man of many talents. The Heineken organisation is deeply
indebted to him.