Heineken chief dies

Heineken: Holland's richest man

NOORDWIJK, Netherlands -- The brewery chief who helped make his family's lager one of the world's most popular has died.

Alfred Henry Heineken, who was 78, died in the Dutch town of Noordwijk, the company Heineken NV said without revealing what caused his death.

He was responsible for developing the Heineken brand in the post-World War II years and through innovative marketing helped persuade drinkers to buy the beer ahead of cheaper alternatives.

Heineken returned from a two-year stint in the U.S. convinced advertising would ensure the success of the beer.

He revamped the Heineken bottle into the famous green bottle and designed the red star logo that the company retains today.

Company chief executive Karel Vuursteen said: "With the death of Freddy Heineken a unique man left us."

Heineken started his career at the company, which was founded in 1864 by his grandfather, Gerard Adriaan Heineken, in June 1942.

Heineken retired as the head of Heineken Holding NV in November 2001 as The Netherlands' richest man with an estimated fortune of $3.6 billion.

But his wealth also made him a target for criminals. In 1983, he was abducted for three weeks, before being released unharmed.

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

He is survived by his wife, daughter and five grandchildren. No date has been set for his funeral which will be a private service.