Alfred Henry Heineken was the focus of attention throughout his
life. He was variously described as an advertising genius, a
commercial wonder and a phenomenon. He attracted attention
despite avoiding publicity whenever he could. He found people's
interest in him as a person totally exaggerated, but
simultaneously pulled out all the stops to inspire those around
him with his witty remarks and canny observations. "I think of
myself as quite unimportant. Why? Because I really believe that
to be the case." The world in general thought differently,
however, creating a problem for Alfred Heineken: the
difference, as he saw it, between his image and reality.
Who was Alfred Heineken? Who was this man who was one of the
most respected people in The Netherlands and who built
Heineken into a global concern? It is difficult to judge the man
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without preconceptions. Over the years the media built up a
powerful image around the brewing magnate. Alfred Heineken
was the world's most ordinary billionaire, entertainer, carefree
despot, easy-going tycoon, top industrialist and lone wolf. His
genius was widely recognised. As one newspaper put it, 'Alfred H.
Heineken would have risen to the top even if his name had been
Smit. Even people who didn't like him acknowledge that he was a
born leader and, where finances are concerned, that he
possessed a natural talent which was just what a capital-intensive
business like brewing needed.' Alfred Heineken enjoyed acting
the simpleton with outsiders. "Yes, I must admit I have perhaps
cultivated the image of someone who likes to make rather bold
statements. It is with such one-liners that I'm often able to
express what I want to say. The essence of my remarks tends to
stick, and getting the message across is what it's all about." Most
