Heineken chairman blazed a trail for future marketers

PASSING OF A LEGENDFreddy Heineken, who's father began brewing beer to give the people of Amsterdam a healthier alternative to gin, died of pneumonia last week at 78

THE GUARDIAN , LONDON

Freddy announced last November that he would step down from the chairmanship of Heineken Holding, but would keep his controlling shares in the group. He is survived by his wife and daughter Charlene, who will take over the family's controlling shares.

Alfred Henry "Freddy" Heineken, businessman, born Nov. 4, 1923; died Jan. 3, 2002.