Alfred “Freddy” Heinekein . by João Pedro Carvalho

Alfred “Freddy” Heineken (November 4, 1923 – January 3, 2002) was a sharp businessman who served as Chairman and CEO of the famous Dutch breweries. Born in Amsterdam, he was the grandson of Gerard Heineken, the founder of the homonym company.

Famous for his natural charm and intelligence, he enjoyed the post-war years in New York where he fell under the spell of the innovative and creative American advertising and soon he recognized marketing as a powerful tool for growth and visibility.

With him (1971-1989), the brand went through a series of makeovers such as the introduction of the differentiating green bottle. What started as a famous Dutch beer turned into a worldwide famous and truly global company. Maybe because of this transformation and growth, Heineken shares are still known in the market as “Freddies”.

He lived a fascinating and glamorous life, enjoying the company of close friends such as Frank Sinatra. Famous for his rough sense of humour, he never lost his “star” not even after being kidnapped in 1983.

This inspiring legacy was continued by his daughter, Charlene de Carvalho-Heineken, after his unexpected death in 2002. His strategic acumen, friendly and strong personality earned him a page in history as one of the most successful businessmen in the world.
JOAO PEDRO CARVALHO – JP adores little curiosities and discovering culture. A guy with a quite unique sense of humor. He lives in Lisbon, Portugal.


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