Truly unique
A great man has passed away. Alfred Henry Heineken died on
3 January 2002. For many, he had become a legend in his own
lifetime. The Heineken company of today could not have existed
without his challenging influence. He will live on within our
culture and its rich heritage. In that sense, we have not said
goodbye.
Mr Heineken, with the support of his colleagues and staff,
created a unique company with a unique brand. When he joined
the company, the Netherlands was our main market. We had only
limited export business and some breweries abroad. When he
stepped down as Chairman of the Executive Board in 1989,
Heineken had achieved the number one position, as the most
international brewery group and the most global beer brand.
When I became Chairman of the Executive Board in 1993, Alfred
Heineken wrote on the back of this photo: Together we now
move forward into a new future.' It turned out to be a truly
challenging road, in company with a truly unique man.
I invite you to learn more about Alfred Heineken in this special
edition of The World of Heineken. The many stories you can read
in this issue depict a many-sided man. Through his charisma, his
deeds and achievements, he established a legendary reputation,
to which the manifold expressions of admiration that have
followed his death bear witness.
As well as an impressive personality, he was a man you could
have a fascinating conversation with over a delicious Heineken
beer. Freddy Heineken lived life - and lived it to the full. In that
respect, too, he was quite unique.
