[Deathwatch] Alfred Henry ``Freddy'' Heineken, brewer, 78

[Deathwatch Central <cdw@slick.org>]

Thursday January 3 9:50 PM ET 

NOORDWIJK, Netherlands (AP) - Alfred Henry ``Freddy'' Heineken, who
helped make his namesake beer one of the world's most popular brands,
died Thursday. He was 78. 

The former head of the world's third biggest brewer, Heineken NV, died
at his home in the seaside town of Noordwijk, the company said. The
cause of death was not given. 

Heineken's family will retain his controlling stake in the brewer,
which trails only Anheuser Busch and Interbrew in terms of size. 

Heineken started his career at the company in June 1942 as an
18-year-old. The brewery was founded by his grandfather, Gerard Adriaan
Heineken, in 1864. 

In 1946 he became a sales manager at the company's U.S. distributor. 

During his two year-stay in the United States he became intrigued by
marketing and advertising and returned to the company's headquarters in
Europe to build the beer as a premium brand. 

He designed the famous green bottle and the logo with the red star and
the graceful black banner bearing the brand name. 

Heineken became a member of the brewery's management board in 1964 and
served as CEO from 1971 to 1989. He was also the head of Heineken
Holding NV. 

He retired as the head of the holding company in November 2001. 

Heineken was the richest man in the country with an estimated fortune
of more than $3.6 billion, but that made him the target of criminals.
In 1983, Heineken was abducted for three weeks, before being released
unharmed.