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Freddy Heineken

机译：弗雷迪·喜力

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Serious beer drinkers will tell you that beers differ from place to place, as wines and cheeses do. That is true, but most people are content to accept whatever beer is available as long as it is pleasant and clean. The world's most widely drunk beer, made by various brewers, is a mild version of a lager that was created by Czechs in Pilsen in 1842. The one popularised by Freddy Heineken is sniffed at by connoisseurs for, they say, not having a lot of character, but it is difficult to dislike and goes down smoothly. The Dutch firm grew rapidly to become one of the global giants in brewing, its beer selling in some 170 countries, rivalled only in size by Anheuser-Busch and Miller in the United States and Belgium's Interbrew. If it had a secret ingredient it was Mr Heineken's talent as a salesman. During two years in New York as a young man he fell under the spell, as he put it, of American advertising and marketing. It was liberating, especially after the staid world of the Netherlands. Advertising lived on ideas, some of them quite mad ones. That was their appeal. Mr Heineken never rejected an idea simply because it seemed mad. Some of his colleagues thought it a little mad when he proposed to sell Heine-ken beer overseas in green-glass bottles. Why not brown bottles, the usual containers for beer? Green would be more distinctive, Mr Heineken said. The firm had to sell distinction.
机译：认真喝啤酒的人会告诉您，就像葡萄酒和奶酪一样，各地啤酒不同。没错，但是只要啤酒令人愉悦和干净，大多数人都会乐于接受任何啤酒。由酿酒商生产的世界上喝得最广泛的啤酒，是捷克人在1842年在比尔森（Pilsen）酿造的温和啤酒的一种温和版本。由弗雷迪·喜力（Freddy Heineken）推广的这种啤酒被鉴赏家们嘲笑，因为他们没有太多性格，但很难让人讨厌并且顺滑下来。这家荷兰公司迅速成长为全球酿酒业巨头之一，其啤酒销往约170个国家，在规模上仅与美国的安海斯-布希（Anheuser-Busch）和米勒（Miller）和比利时的英特布鲁（Interbrew）媲美。如果它含有秘密成分，那是喜力先生作为推销员的才能。在纽约的两年中，他年轻时就迷上了美国广告和营销。它正在解放，尤其是在荷兰这个僵硬的世界之后。广告以创意为生，其中有些很疯狂。那是他们的吸引力。喜力先生从未拒绝过一个想法，只是因为它听起来很疯狂。他的一些同事认为，当他提议用绿色玻璃瓶向海外出售喜力啤酒时，这有点生气。为什么不装啤酒的普通容器棕色瓶？喜力先生说，绿色将更具特色。该公司必须出售杰出产品。

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