Lager legend Heineken dies at 78

Alfred Henry "Freddy" Heineken, who helped make his namesake beer one of the world's most popular brands, has died at 78.

Alfred Henry "Freddy" Heineken, who helped make his namesake beer one of the world's most popular brands, has died at 78.

The former head of the world's third-biggest brewer, Heineken NV, died in his home in the seaside town of Noordwijk, in The Netherlands.

Heineken's family will retain his controlling stake in the brewer, which trails only Anheuser Busch and Interbrew in size.

Heineken started his career at the company in June 1942 as an 18-year-old. The brewery was founded by his grandfather, Gerard Adriaan Heineken, in 1864.

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In 1946 he became a sales manager at the company's US distributor. During his two year-stay, he became intrigued by marketing and advertising and returned to the company's Europe HQ to build the beer as a premium brand.

He designed the famous green bottle and the logo with the red star and the graceful black banner bearing the brand name.

The strategy worked. Heineken's green bottles were more expensive than the alternatives, but that did not hurt their popularity.

PA