One of the world's most famous brands

His motto was said to be: "I don't sell beer, I sell warmth."

Flamboyance

He enjoyed a reputation as one of the Netherlands' most flamboyant entrepreneurs.

Not all his ideas were resounding successes.

He developed a square beer bottle that he believed could be used as a brick to help solve environmental pollution and housing shortages in developing countries.

Heineken management disagreed, rejecting the "World Beer" bottle.

His championing of arts and music - combined with his love of fast cars and private planes - gained him a reputation as one of the Netherlands's most flamboyant entrepreneurs.

However, he cut down on his public appearances, following an abduction for ransom in 1983. He was released unharmed after three weeks.

His father lost the controlling interest in the company in 1942, but Freddy subsequently regained the majority shareholding.

He was the company's chief executive between 1971 and 1989. Later, he became president of the supervisory board.

His daughter Charlene will take over the family's controlling interest.