He is one of the Netherlands’ most famous entrepreneurs: Freddy Heineken (Amsterdam, 1923 – Noordwijk, 2002). His beer conquered the world and for many years he was the wealthiest man in the Netherlands. At the same time, he maintained friendships with Princess Beatrix and King Willem-Alexander. People who have worked with him praise his intuition and his marketing nous in particular. After Freddy survived his kidnapping by a gang including arch criminal Willem Holleeder, he became immortal in the public imagination.