Mr. Heineken was especially interested,
such as advertising, in which he had a very
big influence and still does. One article is
entitled "Daar komt-ie weer" ("There he
comes again") and refers to his consuming
interest in architecture in general and his
frequent visits of inspection to the various
building projects. In recent years these
were the Zoeterwoude brewery, the
distillery in Zoetermeer and the
reconstruction of Hotel de l'Europe in
Amsterdam.
Mr. Heineken's invention, the World
Bottle (WoBo), is also described. This is a
rectangular beer bottle which, after its
contents have been drunk, can be used in
remote areas as a glass brick for smaller
buildings. The World Bottle was indeed
successfully applied in an experimental
stage, but when the project was complete
the glass can, much lighter than the WoBo,
came on the market. So the WoBo was
forced to make way because of its higher
packaging and transportation costs. None
the less, this was still one of the earliest
examples of a practical approach to
recycling by industry.
The Dr. H.P. Heineken Prize, instituted
by Mr. Heineken and named after his
father, also receives the attention it
deserves. At the moment it is Holland's
biggest prize for an achievement of
exceptional importance in the fields of
biochemistry and biophysics, including
microbiology and germination physiology.
Every three years the winner is chosen by
the Dutch Royal Academy of Sciences and
at a subsequent meeting is presented with
the prize, consisting of 200,000 guilders in
cash and a crystal. The prize is usually
presented by a member of the Dutch Royal
Family.
In another article Mr. Heineken's
chauffeur gives his view of his employer,
whom he has been driving to all sorts of
places over the past eighteen years. This
article particularly reveals Mr. Heineken's
qualities as a person. Then there is an
interview with Mr. Heineken himself, in
which he tells about the pleasant and less
pleasant aspects of his work. In between,
completely different topics are discussed,
such as his interest in art, in photography,
films and architecture.
In his experience he is often a welcome
guest at parties, for people think that
having a brewer in their home is jolly and
good fun, because beer reminds them of
the pleasant moments in life. He closes the
interview with the thought that often
crosses his mind on such occasions: "Good
gracious, you work for Heineken, that's
nice".
One of the last articles in the magazine
features Mr. Heineken as patron of the
Heineken Brass Band.
The special issue was made in secret and
when the interview was held, Mr.
Heineken thought it was meant for
inclusion in another publication.
It took a lot of effort, but Mr. Heineken's
complete surprise when presented with the
special number was reward enough.
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