A different view of the world - that's what set Alfred Heineken
apart. He had an uncannily accurate timing of far-reaching
decisions that would be crucial to the present position of the
company, whether relating to marketing, finance, expansion or
acquisitions. He put this vision down to his ability to distance
himself from the day-to-day hurly-burly and take time for
reflection. There was once a Heineken manager who was not
doing his job properly. He had an aquarium in his office. Alfred
Heineken suggested that he needed to stop swimming around in
his own fish tank. "If you're going to run a business, you've got
to sit on the outside and look in."
"I've seen the future." These were the words of the young Alfred
Heineken on his return from the United States in 1948. The world
PAGE 34
he had encountered in America was nothing like back home in
The Netherlands. But Alfred Heineken realised full well that it was
only a matter of time before The Netherlands would also have
advertising, supermarkets and electrical appliances like
refrigerators and air-conditioning. That realisation had a major
influence on the strategy adopted by the brewery in The
Netherlands. Alfred Heineken also had a clear vision of the
Heineken brand. He knew the name Heineken had the potential to
grow into an international brand. Heineken had what it took to be
appreciated by people all around the world. "Beer can travel," he
used to say. At least, that was true of beer in the premium
segment of the market, and Heineken was an example par
excellence of a product aimed at that market. In fact, Heineken
travels well: you can find Heineken bottles and cans on the
