'Freddy' Heineken dies at 78

The man who turned Heineken beer into a household name has died of pneumonia at the age of 78.

Alfred Henry "Freddy" Heineken, whose marketing talents transformed the family firm into a global concern, died at his home in the coastal resort of Noordwijk in Holland yesterday. His health had been poor since he suffered a stroke last April.

A statement from Heineken NV said: "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 that his grandfather had acquired in 1864. In keeping with Mr Heineken's wishes, control of Heineken Holding will remain in the family."

Heineken worked in the brewery before spending two years with the firm's importer in the United States where he met and married American Lucille Cummins. With his penchant for private planes, fast cars and women, he earned a reputation as one of the Netherlands' most flamboyant entrepreneurs.

A fierce champion of his brand, Heineken threw himself into marketing and made bright green synonymous with the product. "I don't sell beer, I sell warmth" was his motto.

He limited his public appearances after he was kidnapped in November 1983. His release was secured after three weeks following the payment of a multi-million guilder ransom.

In a rare interview Heineken spoke about dying. He said: "It is not all that dreadful to die, because it was not all that bad before you were born."

Heineken was chairman of the firm between 1971 and 1989 and headed its supervisory board until 1995.

Though no longer in charge of the day-to-day running of the business, he continued to control Europe's largest brewer through his majority stake in Heineken Holding NV, which controls the beer firm.

In November it was announced he would step down this April as chairman of Heineken Holding, a post he had held since 1979, though he intended to retain the biggest share of the holding and with it ultimate control. His daughter, Charlene, takes over the family's controlling interest in the company.

Heineken NV stock rose three per cent and Holding shares added more than five per cent as the death of the grand old man of Dutch brewing fanned takeover talk.

Rene Lokenberg, head of equity research at Van der Hoop Effectenbank, said: "The shares are up on speculation that there could be pirates off the coast interested in taking over Heineken or its holding company."