In the depot of the Heineken Collection Foundation are two containers with old-fashioned gramophone records, along with a box of sheet music and (who still remembers them?) cassette tapes: the remains of Henri Pierre and Alfred (Freddy) Heineken’s music archive. Its unassuming appearance notwithstanding, this stack conceals a treasure trove of information about a musical father and son. 

When considering the Heinekens, many people immediately think of jazz. The Heineken executive was indeed a passionate jazz enthusiast, spending numerous hours at the bar of Hotel de l’Europe (now 'Freddy’s Bar') in Amsterdam, listening to the resident pianist. 

Like father, like son  

Freddy's musicality didn't come out of nowhere. His father, Henry Pierre Heineken, initially aspired to be a musician. Despite strategically choosing to study chemistry – with an eye to a future role in his father Gerard Adriaan's brewery – his passion for music never waned. Henry remained an excellent classical pianist, and Freddy grew up with two pianos at home: a Bechstein for Beethoven and a Pleyel for Chopin. Classical luminaries like violinist Yehudi Menuhin and conductor Bruno Walter were welcomed guests at the Heineken household. For many years, Henry served on the Board of Directors of the Concertgebouw, eventually becoming its chairman. Of particular interest in this context are about 20 copies of the single ‘A Dutch Treat from Holland is Heineken’s Beer’ in Alfred's legacy.

Jingle single 

This recording is a radio commercial jingle performed by the Concertgebouworkest under the direction of a young Bernard Haitink (1929-2021). The jingle single, intended to promote Heineken beer in the United States, was released there in 1958 by sales promoter Leo 'The Dutch Baron' Van Munching. He was the man who taught Freddy Heineken the ropes of advertising shortly after World War II. The jingle aligns perfectly with Van Munching's marketing strategy, emphasising the exclusive nature of this 'exotic' pilsner to make Heineken big in America.