my role-model was
'Her Majesty', grandmother
Mary Tindal
Alfred Heineken was a born entrepreneur. He listened to the
experts' views before making up his mind and often deferred to
their opinions, but just as often went his own way: "I've been told
many times: that's not a wise move. My answer has been: that may
not be wise, but we'll do it anyway." Contrary to appearances, his
decisions were anything but impulsive, because Alfred Heineken
had already given the matter deep thought. He combined intuition
and carefully considered action, using that mix of qualities to take
maximum advantage of the success factors needed to support the
spectacular growth of the company in the seventies and eighties.
He was instrumental in building the Dutch brewery into an
international group with a global brand.
Alfred Heineken's model was 'Her Majesty', his grandmother Mary
Tindal. As the wife of his grandfather Gerard Adriaan Heineken,
Mary faced the difficult task of managing the brewery after the
sudden death of her husband at the end of the nineteenth
century. She was highly respected by the employees, who gave
her the nickname of 'Her Majesty'. The brewery was at risk of
falling into other hands, but Mary Tindal fought to retain control
and averted the danger.
Decades later, during the Second World War, the danger so feared
by Mary became a reality and the family lost control of the
brewery. Young Alfred Heineken decided it was important to
make it clear once and for all that the name on the brewery sign
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