Alfred Heineken was a man of contrasts. He could discourse
endlessly with marketing experts on the strength of the
Heineken brand, but he always kept both feet firmly on the
ground. "In the end, you have to go out and sell your beer, not
just talk about it." As an advertising man, he was ahead of his
time, but still liked to tease young marketing managers in his
company if they hadn't spent some time as Heineken
representatives, visiting the bars and restaurants. Alfred
Heineken had every right to do that, having spent two years in
the United States as a Heineken representative shortly after the
Second World War.
After his return from the USA, advertising continued to fascinate
Alfred Heineken. "While in the States, I took two advertising
courses, sweating through evening classes in a cramped hall. It
was all new to me: they were much further ahead in the
philosophy of advertising. It's always been a hobby of mine, and
it's something I could have earned my living with." Being named
Advertiser of the Year at the International Advertising Festival in
Cannes (1995) was one of the high points of his many years' work
in the field. He was also named Advertiser of the Century and
Heineken was chosen as Brand of the Century in The Netherlands
in 1999. Alfred Heineken didn't take his own image too seriously:
