Alfred Heineken, 78; Brewery Scion

Alfred Henry “Freddy” Heineken, who helped make his namesake beer one of the world’s most popular brands, has died. He was 78.

The former head of the world’s third-biggest brewery, Heineken NV, died Thursday at his home in the seaside town of Noordwijk, the company said. The company did not reveal the cause of death, but media reports said he died of pneumonia. He had been in failing health since suffering a stroke in April.

Heineken was the richest man in the country, with an estimated fortune of more than $3.6 billion, but that made him the target of criminals. In 1983, Heineken and his chauffeur were abducted by kidnappers and held in an abandoned Amsterdam hangar. The assailants sought a $14-million ransom, but it was never paid and the two captives were freed by police unharmed.

The experience stayed with Heineken, and in the ensuing years he protected his privacy more fiercely than ever, rarely appearing in public.

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

Grandfather Founded Brewery in 1864

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.

In 1946, Alfred Heineken became a sales manager at the company’s U.S. distributor.

During his two-year stay in the United States, he became intrigued by marketing and advertising and returned to the company’s headquarters in Europe to build the beer as a premium brand. During his time in the U.S., he also met and married his American-born wife, Lucille.

He designed the famous green bottle and the logo with the red star and the graceful black banner bearing the brand name. And it worked. Heineken’s green bottles were more expensive than the alternative, but it didn’t hurt their popularity.

Heineken became a member of the brewery’s management board in 1964 and served as chief executive from 1971 to 1989. He headed the firm’s supervisory board from 1989 to 1995. He also was the head of Heineken Holding NV.

Heineken retired as the head of the holding company in November.

In addition to his wife, he is survived by a daughter, Charlene; and five grandchildren.