Noble Heineken beer bottle

Alfred Freddy Heineken, the man seen by many as responsible for the beer's global success, had been closely involved in the family brewing business since the age of 18. The richest man in the Netherlands designed the famous green Heineken bottle and the logo with the red star and the black banner bearing the brand name.

Famed for his flair for marketing and advertising, he once said: "Had I not been a beer brewer, I would have become an advertising man." His motto was said to be "I don't sell beer, I sell warmth." He enjoyed a reputation as one of the Netherlands' most flamboyant entrepreneurs.

During the 1950's, Freddy Heineken actually came out with a noble idea to use emptied beer bottle as building materials. One day, Freddy Heineken was strolling along by the sea in Jamaica, and was shocked at the number of beer bottles littering the beach. He was also concerned with the lack of cheap building materials, and at the resulting living conditions for the poor.

Combining the two together, he envisioned a “World Beer" bottle which would be imported for drinking but kept for construction. He developed the square beer bottle that he believed could be used as a brick to help solve environmental pollution and housing shortages in developing countries. A 10’ x 10’ shack would take approximately 1000 bottles to build an average home. Unfortunately, the Heineken management disagreed and therefore rejected the "World Beer" bottle idea.

He was the company's chief executive between 1971 and 1989. Later, he became president of the supervisory board. Freddy Heineken passed away in 2002 and his daughter Charlene de Carvalho Heineken will take over the family's controlling interest.

Source : BBC News

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