1 00:00:12,000 --> 00:00:30,360 Speaker 1: Yeah, hi, Nick and everybody, no, no warning me. You 2 00:00:30,400 --> 00:00:32,680 Speaker 1: did warn me, I know, all fair. Before we started 3 00:00:32,680 --> 00:00:35,199 Speaker 1: this episode, I leaned away from the mic and whispered, 4 00:00:35,320 --> 00:00:37,879 Speaker 1: I have the worst pun, and that is it. We 5 00:00:38,000 --> 00:00:40,680 Speaker 1: can guarantee that that will be the worst pun of 6 00:00:40,960 --> 00:00:45,479 Speaker 1: the show today. Uh, this is of course ridiculous history. 7 00:00:45,520 --> 00:00:48,440 Speaker 1: We were joined as always with our super producer, Casey Pegrum, 8 00:00:50,080 --> 00:00:54,640 Speaker 1: and today we are talking about Heineken. Yeah. Today's episode 9 00:00:54,680 --> 00:00:57,760 Speaker 1: is brought to you by Heineken. Oh no, I'm sorry, 10 00:00:57,760 --> 00:01:00,720 Speaker 1: it's Miller lied, right right, right, I need to refresh 11 00:01:00,720 --> 00:01:03,120 Speaker 1: those Oh yeah, are we gonna yeah, well, you know what, 12 00:01:03,120 --> 00:01:05,399 Speaker 1: we're already rolling. Let's just do. Let's just do the 13 00:01:05,400 --> 00:01:07,240 Speaker 1: show and hope Miller doesn't get mad at it. I'm 14 00:01:07,280 --> 00:01:09,160 Speaker 1: sure it's fine. We have a good relationship with Miller 15 00:01:09,800 --> 00:01:13,800 Speaker 1: and we have a great story for you today about 16 00:01:13,959 --> 00:01:19,839 Speaker 1: Heineken and Heineken. Heineken Logger Beer is a internationally known 17 00:01:20,480 --> 00:01:24,479 Speaker 1: pale lagger five percent alcohol by volume. You've seen it. 18 00:01:24,480 --> 00:01:27,120 Speaker 1: It's got that iconic green bottle with the red star 19 00:01:27,680 --> 00:01:31,880 Speaker 1: out of the Netherlands, Holland. Yeah, yeah, yeah, yeah, and 20 00:01:32,480 --> 00:01:38,400 Speaker 1: the company itself dates way back to eighteen sixty four 21 00:01:38,800 --> 00:01:44,120 Speaker 1: when a guy named Gerard Adrian Heineken convinced his mom 22 00:01:44,480 --> 00:01:48,560 Speaker 1: to buy a brewery in Amsterdam. It's called the hay 23 00:01:48,560 --> 00:01:53,160 Speaker 1: Stack Brewery, and that was the beginning of the of 24 00:01:53,240 --> 00:01:56,840 Speaker 1: the Heineken story. But it wouldn't be for many, many 25 00:01:56,920 --> 00:01:59,840 Speaker 1: more years that it would become the ubiquitous brand that 26 00:02:00,040 --> 00:02:04,240 Speaker 1: we know it as today. Right, if we're looking for 27 00:02:04,320 --> 00:02:09,720 Speaker 1: a person to think for the international popularity of Heineken 28 00:02:09,760 --> 00:02:12,120 Speaker 1: in the modern day Heineken as we understand it, then 29 00:02:12,160 --> 00:02:15,920 Speaker 1: we should tip our collective hats to Alfred Henry Heineken 30 00:02:16,120 --> 00:02:18,400 Speaker 1: known as Freddie to his friends, to his friends in 31 00:02:18,480 --> 00:02:20,560 Speaker 1: the press. Yeah. It was one of those like names 32 00:02:20,560 --> 00:02:24,720 Speaker 1: and quotes, you know, and be like Alfred Freddie Heineken. Yeah, yeah. 33 00:02:24,840 --> 00:02:26,839 Speaker 1: He he strikes me as the type of guy who 34 00:02:26,880 --> 00:02:29,800 Speaker 1: probably said, call me Freddie, call me Freddie. My parents 35 00:02:29,800 --> 00:02:32,080 Speaker 1: call me Alfred when I'm in trouble exactly, you know 36 00:02:32,080 --> 00:02:34,720 Speaker 1: what I mean. But the thing about Freddie, which I'm 37 00:02:34,720 --> 00:02:37,120 Speaker 1: gonna call him that because it's just more fun. I mean, 38 00:02:37,160 --> 00:02:39,360 Speaker 1: we've given him enough money over the years. No, I 39 00:02:39,360 --> 00:02:40,760 Speaker 1: think we can call him Freddie. You know, I'm not 40 00:02:40,760 --> 00:02:44,120 Speaker 1: a Heineken guy. I'm not either, but I dabbled in college. 41 00:02:44,160 --> 00:02:46,360 Speaker 1: I think I said in the last episode the quote 42 00:02:46,400 --> 00:02:48,560 Speaker 1: from Blue Velvet, which I'm not going to go into 43 00:02:48,600 --> 00:02:51,440 Speaker 1: again here, but I'm more of a perhaps guy. I'm 44 00:02:51,440 --> 00:02:54,359 Speaker 1: gonna drink a beer a beer because I'm not even 45 00:02:54,360 --> 00:02:56,840 Speaker 1: really a beer guy. I'm more of a whiskey guy. Yeah, 46 00:02:56,880 --> 00:03:00,080 Speaker 1: But we digress. So Freddie YEA. For the reason he 47 00:03:00,440 --> 00:03:04,800 Speaker 1: elevated this company to the meteoric stature that that it 48 00:03:04,919 --> 00:03:07,840 Speaker 1: is today in the world of beer is because he 49 00:03:07,880 --> 00:03:10,840 Speaker 1: had a really good eye for branding. He is the 50 00:03:10,880 --> 00:03:14,560 Speaker 1: one that oversaw the that label that you that you 51 00:03:14,600 --> 00:03:18,760 Speaker 1: know so well, um with the star and the Heineken logo, 52 00:03:19,320 --> 00:03:25,480 Speaker 1: but more importantly, that iconic green bottle. Yeah, the iconic 53 00:03:25,639 --> 00:03:29,959 Speaker 1: green bottle was his call. And he's pretty open about 54 00:03:29,960 --> 00:03:33,640 Speaker 1: it because he always had this eye for marketing. And 55 00:03:34,040 --> 00:03:37,440 Speaker 1: he said himself several times in public that if he 56 00:03:37,480 --> 00:03:40,240 Speaker 1: had not been in the brewing business, he would have 57 00:03:40,280 --> 00:03:44,160 Speaker 1: been an admin because he was personally fascinated by this, 58 00:03:44,320 --> 00:03:46,520 Speaker 1: and you know, obviously he was pretty good at it. 59 00:03:46,600 --> 00:03:49,320 Speaker 1: And just to backcheck ever so slightly, it was in 60 00:03:49,480 --> 00:03:54,400 Speaker 1: nineteen thirty three when prohibition was repealed that Heineken first 61 00:03:54,920 --> 00:03:58,520 Speaker 1: kind of came into the the American market and has 62 00:03:58,600 --> 00:04:01,520 Speaker 1: been one of the top selling brands ever since. But 63 00:04:01,760 --> 00:04:05,680 Speaker 1: because of Freddie's admin sensibilities that you just mentioned, um, 64 00:04:05,800 --> 00:04:11,400 Speaker 1: he really took everything to the next level. By nineteen sixty, 65 00:04:11,440 --> 00:04:16,599 Speaker 1: they were selling like a million cases of beer a year. Um. 66 00:04:16,640 --> 00:04:20,520 Speaker 1: Today it's more in the neighborhood of fifty million cases 67 00:04:20,560 --> 00:04:23,159 Speaker 1: a year. Yeah. Yeah, it's one of the top ten 68 00:04:23,279 --> 00:04:26,520 Speaker 1: beers in the world by volume. And one thing that 69 00:04:26,520 --> 00:04:29,440 Speaker 1: I really respect about Freddie is that he was not 70 00:04:29,560 --> 00:04:33,680 Speaker 1: just a boardroom boss. He went out in the streets himself. 71 00:04:34,320 --> 00:04:37,760 Speaker 1: As we see in the obituary on Alfred Heineken from 72 00:04:37,800 --> 00:04:40,840 Speaker 1: The New York Times by Paul Miller. Shortly after World 73 00:04:40,880 --> 00:04:43,880 Speaker 1: War Two, Freddie went to New York himself and he 74 00:04:43,960 --> 00:04:49,160 Speaker 1: walked around Manhattan personally handing out Heineken to bartenders like 75 00:04:49,240 --> 00:04:52,240 Speaker 1: he's the king of the company basically, and he's in 76 00:04:52,279 --> 00:04:56,720 Speaker 1: the trenches. And he says that his two years he 77 00:04:56,800 --> 00:04:59,159 Speaker 1: spent in New York changed his life. He was a 78 00:04:59,160 --> 00:05:01,960 Speaker 1: big traveler, which is a huge part of our episode two. 79 00:05:02,240 --> 00:05:05,760 Speaker 1: Not only did he learn about the export market, but 80 00:05:05,839 --> 00:05:08,000 Speaker 1: he also found the love of his life a lady 81 00:05:08,080 --> 00:05:11,320 Speaker 1: named Lucille Cummins who was the daughter of a whiskey 82 00:05:11,360 --> 00:05:15,440 Speaker 1: making family in Kentucky. So I think it's a really 83 00:05:15,480 --> 00:05:19,159 Speaker 1: neat coincidence that they were both from these Oh I 84 00:05:19,160 --> 00:05:23,000 Speaker 1: almost said alcoholic families, alcohol manufacturing families. I bet they 85 00:05:23,000 --> 00:05:26,520 Speaker 1: threw great posts. Oh, I bet they did, Nolan. Now, 86 00:05:27,040 --> 00:05:30,680 Speaker 1: as you said, it's one of the three global giants 87 00:05:30,720 --> 00:05:33,440 Speaker 1: in the world of beer. I think it's second only 88 00:05:33,560 --> 00:05:36,719 Speaker 1: to anneheuser Busch and well no, and in terms of 89 00:05:37,000 --> 00:05:40,520 Speaker 1: ex imported beers, I think it's second to Corona. I 90 00:05:40,560 --> 00:05:43,120 Speaker 1: want to say this is number one. That that could 91 00:05:43,120 --> 00:05:46,279 Speaker 1: be an old stat doesn't matter, not with today's stories. 92 00:05:46,320 --> 00:05:49,320 Speaker 1: About today's story is about a trip that Freddie took 93 00:05:49,360 --> 00:05:53,800 Speaker 1: in nineteen sixty uh to an island called Kura. Cow. 94 00:05:53,839 --> 00:05:57,280 Speaker 1: Did I say that right? Cow? I think it's curas how, 95 00:05:57,760 --> 00:06:00,760 Speaker 1: just because I remember having it on a Cool Stuff 96 00:06:00,800 --> 00:06:03,640 Speaker 1: on Planet episode million years ago. Thanks man, that's been 97 00:06:03,720 --> 00:06:08,920 Speaker 1: Casey on the Case. I love that segment, and it's 98 00:06:08,960 --> 00:06:10,800 Speaker 1: and we need it. You really did need it. It's 99 00:06:10,800 --> 00:06:13,360 Speaker 1: not like I couldn't just like googled, you know, the pronunciation. 100 00:06:13,440 --> 00:06:15,800 Speaker 1: But no, it's better. We have the human touch from 101 00:06:15,880 --> 00:06:20,000 Speaker 1: Casey Pigraham, like Freddie Heineken said, we don't sell beer, 102 00:06:20,279 --> 00:06:24,920 Speaker 1: we sell warmth. Right, it's wonderful, and Casey is warmth personified. 103 00:06:25,040 --> 00:06:27,400 Speaker 1: So in nineteen sixty he took a trip out of 104 00:06:27,400 --> 00:06:30,680 Speaker 1: already forgot what is it again, Casey Casey on the 105 00:06:30,720 --> 00:06:34,560 Speaker 1: case Boom curus Ow in the Caribbean Sea Um, which 106 00:06:34,560 --> 00:06:37,120 Speaker 1: sounds like a lovely place, except at the time it 107 00:06:37,200 --> 00:06:40,800 Speaker 1: wasn't quite so lovely because they in this country did 108 00:06:40,839 --> 00:06:47,440 Speaker 1: not have the infrastructure for garbage disposal, let alone recycling. Right, Yeah, 109 00:06:47,600 --> 00:06:50,479 Speaker 1: it was tough. He said that he was walking on 110 00:06:50,520 --> 00:06:52,880 Speaker 1: the beach and it's like a vacation for him. Heineken 111 00:06:53,000 --> 00:06:56,520 Speaker 1: is popular there by the way, and he was alarmed 112 00:06:56,640 --> 00:07:00,320 Speaker 1: because he said he could barely walk fifteen feet without 113 00:07:00,440 --> 00:07:04,400 Speaker 1: stepping on a litterd Heineken bottle. That's right. According to 114 00:07:05,040 --> 00:07:08,560 Speaker 1: Housing for the Millions by John Habracken and the s 115 00:07:08,640 --> 00:07:15,560 Speaker 1: A r Um, he experienced the slums of of this 116 00:07:15,560 --> 00:07:19,760 Speaker 1: this island and there were just mountains of garbage according 117 00:07:19,800 --> 00:07:23,560 Speaker 1: to this this book, just surrounding everything. Not to mention 118 00:07:23,760 --> 00:07:27,120 Speaker 1: the beaches, as you say, we're just littered with trash, 119 00:07:27,480 --> 00:07:31,760 Speaker 1: many of which were those iconic green bottles, and that 120 00:07:31,800 --> 00:07:34,360 Speaker 1: wasn't a good look as far as Freddy was concerned. 121 00:07:34,360 --> 00:07:37,120 Speaker 1: He felt like he needed to do something about it, right, 122 00:07:37,360 --> 00:07:40,000 Speaker 1: and it speaks very highly to his character. You know, 123 00:07:40,440 --> 00:07:44,320 Speaker 1: back at this time, it was common for bottles to 124 00:07:44,480 --> 00:07:48,520 Speaker 1: be reused. So you would drink a beer and then 125 00:07:48,560 --> 00:07:51,280 Speaker 1: you would take the bottle back somewhere and it would 126 00:07:51,280 --> 00:07:54,360 Speaker 1: be refilled and resold. And I saw what it was like. 127 00:07:54,400 --> 00:07:57,480 Speaker 1: It would make a return round trip to the brewery 128 00:07:57,560 --> 00:08:01,080 Speaker 1: like dozens of times, potentially right lake up to thirty 129 00:08:01,160 --> 00:08:06,600 Speaker 1: times or so. And the problem there that bedeviled him 130 00:08:06,640 --> 00:08:10,640 Speaker 1: so much was that he knew there had to be 131 00:08:11,120 --> 00:08:15,200 Speaker 1: a solution, and so he and John Habric in the 132 00:08:15,320 --> 00:08:19,320 Speaker 1: architect and author that we just mentioned, he and Habrican 133 00:08:19,600 --> 00:08:25,280 Speaker 1: partnered up together to try to find a multipurpose solutions, 134 00:08:25,320 --> 00:08:27,840 Speaker 1: so not just to clean up the litter on the 135 00:08:27,840 --> 00:08:31,440 Speaker 1: beach and the island, not just to mitigate the bottle 136 00:08:31,760 --> 00:08:36,599 Speaker 1: waste that littered the place, but also to help provide 137 00:08:36,880 --> 00:08:39,560 Speaker 1: building materials because a lot of these people were living 138 00:08:39,600 --> 00:08:41,960 Speaker 1: in what we would call shanty towns, that's right, like 139 00:08:42,000 --> 00:08:45,480 Speaker 1: the slums we're talking about earlier um as mentioned in 140 00:08:45,480 --> 00:08:48,360 Speaker 1: this book, and the title of this book should give 141 00:08:48,400 --> 00:08:50,720 Speaker 1: you a little clue. Housing for the Millions is this 142 00:08:50,840 --> 00:08:56,160 Speaker 1: idea of creative solutions to housing crisises. And this is 143 00:08:56,200 --> 00:09:00,000 Speaker 1: exactly what he set out to do with a crazy idea. 144 00:09:00,080 --> 00:09:05,280 Speaker 1: Yea he liked to refer to as the Wobo. The Wobo, Yes, 145 00:09:05,720 --> 00:09:11,360 Speaker 1: the rectangular Heineken World bottle. It was it was meant 146 00:09:11,400 --> 00:09:14,800 Speaker 1: to serve as a regular beer bottle, so you would 147 00:09:14,840 --> 00:09:17,680 Speaker 1: buy it and you would drink beer. But then once 148 00:09:17,720 --> 00:09:20,720 Speaker 1: you were done with it, you could also use the 149 00:09:20,760 --> 00:09:24,120 Speaker 1: bottle the same way you would use a brick, so 150 00:09:24,280 --> 00:09:31,520 Speaker 1: you could build hypothetically rooms, houses, shelter entirely out of 151 00:09:31,600 --> 00:09:35,200 Speaker 1: Heineken beer bottles. And we can describe a little bit 152 00:09:35,440 --> 00:09:38,240 Speaker 1: about the the specifics of the bottle, which you can 153 00:09:38,280 --> 00:09:41,480 Speaker 1: still see on display at the Heineken Museum. Yeah, they 154 00:09:41,520 --> 00:09:45,520 Speaker 1: sort of had these little notches or a little bumps. 155 00:09:45,559 --> 00:09:48,200 Speaker 1: I guess that that could interlock. It wasn't like a 156 00:09:48,280 --> 00:09:51,040 Speaker 1: lego brake exactly. They didn't like snap into each other. 157 00:09:51,040 --> 00:09:54,040 Speaker 1: But the idea was that you could apply cement or 158 00:09:54,160 --> 00:09:57,480 Speaker 1: mortar and it would it would bond these together pretty easily. 159 00:09:57,960 --> 00:10:00,319 Speaker 1: And yes, of course they're stackable and if you can 160 00:10:00,360 --> 00:10:03,760 Speaker 1: picture them, um, they really do look exactly like bricks 161 00:10:03,800 --> 00:10:07,320 Speaker 1: when they're stacked, because the there's a recess at the 162 00:10:07,480 --> 00:10:10,040 Speaker 1: end so that the nozzle or the part you drink 163 00:10:10,080 --> 00:10:15,240 Speaker 1: from nozzles them. The mouth hole that's that's way more dignified, 164 00:10:15,480 --> 00:10:18,160 Speaker 1: would fit into the divot at the bottom on one end, 165 00:10:18,200 --> 00:10:20,600 Speaker 1: so they would be completely flush, and they would be 166 00:10:20,679 --> 00:10:24,319 Speaker 1: staggered like bricks. And they came in two sizes, three 167 00:10:25,240 --> 00:10:28,640 Speaker 1: and five milli leaders so that you could use some 168 00:10:28,720 --> 00:10:33,640 Speaker 1: shorter bricks if necessary during construction. A ten ft by 169 00:10:33,720 --> 00:10:39,400 Speaker 1: ten foot building structure would take approximately one thousand bottles 170 00:10:39,440 --> 00:10:43,440 Speaker 1: to build. First off, depending on how you feel about Heineken, 171 00:10:43,480 --> 00:10:46,480 Speaker 1: that's either great or really inconvenient because that's a lot 172 00:10:46,480 --> 00:10:54,400 Speaker 1: of beer, you know what I mean, that's true. When 173 00:10:54,440 --> 00:10:57,360 Speaker 1: he was thinking about this, they got into some very 174 00:10:57,400 --> 00:11:03,160 Speaker 1: interesting industrial design. I love the mention of the recessed 175 00:11:03,280 --> 00:11:06,920 Speaker 1: divot and the shorter neck. It looks so it looks 176 00:11:06,960 --> 00:11:10,959 Speaker 1: like a rounded rectangle, almost like a whiskey bottle, right, 177 00:11:11,640 --> 00:11:15,839 Speaker 1: And this led us to ask another fascinating question, which 178 00:11:15,920 --> 00:11:20,400 Speaker 1: is why are beer bottles round? It turns out there's 179 00:11:20,440 --> 00:11:22,720 Speaker 1: a there's a great answer. The bottles are made by 180 00:11:22,720 --> 00:11:25,959 Speaker 1: blowing air under high pressure into a glop of glass 181 00:11:26,240 --> 00:11:28,480 Speaker 1: or plastic. But that you know, beer is going to 182 00:11:28,559 --> 00:11:31,600 Speaker 1: be in class, right, and it expands outward in all 183 00:11:31,640 --> 00:11:35,280 Speaker 1: directions until it hits this mold where it solidifies and 184 00:11:35,920 --> 00:11:41,559 Speaker 1: the structure of the round shape distributes pressure much better, 185 00:11:41,800 --> 00:11:44,679 Speaker 1: so a bottle is less likely to break. It's just 186 00:11:44,840 --> 00:11:47,280 Speaker 1: kind of the same reason eggs are spheres. That's right. 187 00:11:47,320 --> 00:11:49,920 Speaker 1: And I imagine there's also sort of a tactile element 188 00:11:49,960 --> 00:11:52,079 Speaker 1: there too, where it's easier to grip a round thing 189 00:11:52,240 --> 00:11:56,000 Speaker 1: than a squared off thing. Oh good call, I don't know. 190 00:11:56,640 --> 00:11:58,520 Speaker 1: That just occurs to me. But ben, so, are you 191 00:11:58,559 --> 00:12:01,760 Speaker 1: saying that to make these lea shaped bottles would be 192 00:12:02,360 --> 00:12:06,920 Speaker 1: a more complex manufacturing process and potentially more expensive for 193 00:12:06,960 --> 00:12:10,880 Speaker 1: the Heineken company. Yeah, anytime you're doing a significant shift 194 00:12:11,040 --> 00:12:17,480 Speaker 1: in mass production, there's going to be an upfront associated costs. 195 00:12:17,960 --> 00:12:23,280 Speaker 1: And then also people, as groups consumers tend to be 196 00:12:23,360 --> 00:12:28,240 Speaker 1: adverse to change. And one of the problems that people 197 00:12:28,320 --> 00:12:33,920 Speaker 1: had with the Heineken bottle internally, not consumers internally, Heineken 198 00:12:34,000 --> 00:12:38,280 Speaker 1: said they thought it might be too effeminate. Did you 199 00:12:38,320 --> 00:12:40,719 Speaker 1: see that part I did. Did you see the amazing 200 00:12:40,840 --> 00:12:45,760 Speaker 1: retort from Cabinet magazine? Yes? Ye, did you read it 201 00:12:45,760 --> 00:12:47,600 Speaker 1: to it? Yeah, just saying that this was a very 202 00:12:47,679 --> 00:12:52,400 Speaker 1: strange um critique quote considering that the bottle consisted of 203 00:12:52,480 --> 00:12:59,960 Speaker 1: two bulbous compartments surmounted by a long shaft. Yeah, yeah, 204 00:13:00,160 --> 00:13:04,880 Speaker 1: that's funny. But they went through several different prototypes, um, 205 00:13:05,040 --> 00:13:07,400 Speaker 1: and a ton of them, or all of them except one. 206 00:13:07,440 --> 00:13:13,319 Speaker 1: Ultimately we're rejected by the board um because they because 207 00:13:13,320 --> 00:13:14,720 Speaker 1: of the thing that I just described a minute ago, 208 00:13:14,760 --> 00:13:18,160 Speaker 1: that this was a costly manufacturing process. It wasn't what 209 00:13:18,440 --> 00:13:22,719 Speaker 1: executives like to call scalable, right, And they were pursuing 210 00:13:23,160 --> 00:13:28,559 Speaker 1: too different aims to make an effective construction material, a 211 00:13:28,640 --> 00:13:32,880 Speaker 1: reliable effective construction material, and then also to make a 212 00:13:33,000 --> 00:13:37,079 Speaker 1: cost effective container for you know, their main product, this 213 00:13:37,160 --> 00:13:41,040 Speaker 1: alcoholic beverage known as Heineken. And on the way they 214 00:13:41,120 --> 00:13:46,280 Speaker 1: attempted to make several fixes. Significantly, they thickened the glass 215 00:13:46,679 --> 00:13:48,720 Speaker 1: because you know, these bottles are supposed to be laid 216 00:13:48,760 --> 00:13:54,040 Speaker 1: horizontally when their bricks, and they were attempting to their 217 00:13:54,040 --> 00:13:57,840 Speaker 1: mission on the beer side was an attempt to bring 218 00:13:58,000 --> 00:14:01,800 Speaker 1: the cost per bottle down to the established cost per 219 00:14:01,840 --> 00:14:06,080 Speaker 1: bottle of the existing cylindrical design, and they just couldn't 220 00:14:06,120 --> 00:14:08,120 Speaker 1: do it. I don't imagine that would be very difficult. 221 00:14:08,120 --> 00:14:11,000 Speaker 1: From the point of Heineken's infrastructure. It's already cheaper and 222 00:14:11,240 --> 00:14:14,800 Speaker 1: faster to make the bottles the way they were already 223 00:14:14,840 --> 00:14:19,120 Speaker 1: being made. And to the point that we brought up 224 00:14:19,160 --> 00:14:24,640 Speaker 1: earlier in this great Smithsonian article, the author speculates that 225 00:14:24,760 --> 00:14:29,160 Speaker 1: what most likely worked against Haprikins design was that customers 226 00:14:29,280 --> 00:14:33,640 Speaker 1: just liked how easy it was to hold the cylindrical bottle. Yeah, 227 00:14:33,720 --> 00:14:36,480 Speaker 1: so I think you're on the money with that. And 228 00:14:36,960 --> 00:14:39,200 Speaker 1: have we talked about how many how many milli eaters 229 00:14:39,240 --> 00:14:42,200 Speaker 1: these contained? Were These These weren't like these weren't like 230 00:14:42,560 --> 00:14:45,160 Speaker 1: uh tall boys. These were like a regimant to have 231 00:14:45,240 --> 00:14:48,120 Speaker 1: the same amount of liquid as the standard Heineken. Yeah yeah, 232 00:14:48,120 --> 00:14:50,760 Speaker 1: and the two sizes I have mentioned earlier, that's right, 233 00:14:50,880 --> 00:14:54,960 Speaker 1: yeah yeah, And that that also becomes weird because then 234 00:14:55,000 --> 00:14:57,800 Speaker 1: you have to ask, is the consumer just purposely buying 235 00:14:57,840 --> 00:15:00,760 Speaker 1: a smaller beer because they need to build the literal 236 00:15:00,800 --> 00:15:03,760 Speaker 1: glass house. That's the other videos of literal glass houses 237 00:15:04,400 --> 00:15:11,720 Speaker 1: and the brick bottles themselves. Because of these various cost objections, 238 00:15:11,800 --> 00:15:16,080 Speaker 1: and because of concerns about how consumers would react to them, 239 00:15:16,160 --> 00:15:20,880 Speaker 1: these brick bottles never got onto the consumer market, but 240 00:15:21,880 --> 00:15:26,360 Speaker 1: people remained impressed by the idea, so much so that 241 00:15:26,440 --> 00:15:32,640 Speaker 1: in nine they built a prototype house out of these 242 00:15:32,680 --> 00:15:37,680 Speaker 1: bottles near near one of Alfred Heineken's houses in Amsterdam. 243 00:15:37,800 --> 00:15:40,560 Speaker 1: Are you talking about the little shed with like a 244 00:15:40,640 --> 00:15:44,800 Speaker 1: corrugated metal roof and the tiny little four pane window thing. Yeah, 245 00:15:44,840 --> 00:15:48,120 Speaker 1: it's not that. Just it's like just the walls are 246 00:15:48,240 --> 00:15:50,760 Speaker 1: built out of the bottles, and we haven't really talked 247 00:15:50,760 --> 00:15:56,720 Speaker 1: about like logistically, surely this wouldn't offer much installation from 248 00:15:56,720 --> 00:15:59,840 Speaker 1: like the elements and stuff like that, right, Like, I know, 249 00:16:00,600 --> 00:16:03,000 Speaker 1: glass does offer a certain amount of insulation, but these 250 00:16:03,040 --> 00:16:05,880 Speaker 1: wouldn't be completely air tight with that, and I don't know, 251 00:16:05,920 --> 00:16:08,880 Speaker 1: I guess if they were mortared together they would, but 252 00:16:08,920 --> 00:16:11,800 Speaker 1: it just seems like they would get really cold if 253 00:16:11,880 --> 00:16:14,480 Speaker 1: if it was you know, winter, if your whole house 254 00:16:14,560 --> 00:16:17,240 Speaker 1: is made of a material like that, unless you added 255 00:16:17,320 --> 00:16:20,520 Speaker 1: some extra installation on the inside, it seems like it 256 00:16:20,520 --> 00:16:23,960 Speaker 1: would be pretty pretty nasty. No. I know, there are 257 00:16:24,160 --> 00:16:29,840 Speaker 1: some there are some structures that use plastic bottles to 258 00:16:30,160 --> 00:16:35,120 Speaker 1: provide um to provide cooling. But yeah, obviously there's a 259 00:16:35,120 --> 00:16:37,360 Speaker 1: reason that people tend to rely more on things like 260 00:16:37,440 --> 00:16:40,600 Speaker 1: wood and stone. So I did read that they produced 261 00:16:40,640 --> 00:16:44,040 Speaker 1: fifty thousand of these that were meant for production, but 262 00:16:44,160 --> 00:16:47,800 Speaker 1: they never made it past that stage. Why why do 263 00:16:47,840 --> 00:16:49,280 Speaker 1: you think that is? I couldn't see a detail like 264 00:16:49,280 --> 00:16:51,640 Speaker 1: why they make so many and then it's never bothered 265 00:16:52,040 --> 00:16:56,200 Speaker 1: putting them out there. Well, again, because the cost concern. 266 00:16:56,400 --> 00:16:59,080 Speaker 1: It didn't have scale, so they made the fifty as 267 00:16:59,080 --> 00:17:01,360 Speaker 1: a test to see a testerone or something. The guys 268 00:17:01,600 --> 00:17:04,480 Speaker 1: a lot. They got close. But then also you know, 269 00:17:04,560 --> 00:17:07,720 Speaker 1: these guys are making millions and millions of these every year, 270 00:17:07,840 --> 00:17:11,360 Speaker 1: or the cylindrical ones at least. And then also, as 271 00:17:11,359 --> 00:17:16,080 Speaker 1: they mentioned earlier, the concern that consumers just wouldn't react 272 00:17:16,119 --> 00:17:21,400 Speaker 1: well to the change. However, something very very inspiring here 273 00:17:21,760 --> 00:17:27,640 Speaker 1: because although Freddie may have ultimately not succeeded in creating 274 00:17:27,640 --> 00:17:32,399 Speaker 1: this reusable brick bottle, other companies have and there's a 275 00:17:32,400 --> 00:17:36,560 Speaker 1: company called e M one u M that succeeded. They 276 00:17:36,640 --> 00:17:41,040 Speaker 1: were mostly successful in Argentina. They've received numerous awards for 277 00:17:41,080 --> 00:17:46,120 Speaker 1: their bottle designs. They make bottles that are prisms cubes, cylinders, 278 00:17:47,000 --> 00:17:51,640 Speaker 1: and you know it's I think this kind of smart 279 00:17:52,440 --> 00:17:57,320 Speaker 1: conscious Dare I say woke construction has some some real 280 00:17:57,440 --> 00:18:00,879 Speaker 1: potential for the future. Man, other companies are doing it 281 00:18:00,920 --> 00:18:04,400 Speaker 1: to A French design company tried to resurrect the Wobo 282 00:18:04,480 --> 00:18:06,760 Speaker 1: design by making a cube. But yeah, it looks kind 283 00:18:06,760 --> 00:18:10,000 Speaker 1: of like a gas canister and I can't quite tell 284 00:18:10,040 --> 00:18:12,280 Speaker 1: the scale or the size of it, but I feel 285 00:18:12,280 --> 00:18:14,600 Speaker 1: like this would be almost more like a growler size 286 00:18:14,600 --> 00:18:18,720 Speaker 1: of beer than like for an individual. And their reasoning 287 00:18:18,760 --> 00:18:21,840 Speaker 1: behind doing this was making them stackable so that they 288 00:18:21,880 --> 00:18:25,080 Speaker 1: would travel easier and be able to uh, you know, 289 00:18:25,240 --> 00:18:27,280 Speaker 1: put in the back of your car for a you know, 290 00:18:27,400 --> 00:18:30,560 Speaker 1: family gathering or something, and not have them clinking around 291 00:18:30,640 --> 00:18:33,040 Speaker 1: in a cool or something like that. I'm not sure 292 00:18:33,080 --> 00:18:35,080 Speaker 1: how well this did. I've certainly never seen one of 293 00:18:35,080 --> 00:18:38,280 Speaker 1: these out in the out in the world. And you know, 294 00:18:38,320 --> 00:18:42,159 Speaker 1: you also have to wonder how inconvenient or convenient is 295 00:18:42,160 --> 00:18:44,480 Speaker 1: it to drink beer from a cube? So I have 296 00:18:44,520 --> 00:18:47,840 Speaker 1: a question for you know, casey and old ridiculous historians 297 00:18:47,880 --> 00:18:50,919 Speaker 1: listening now. When you were in school, did you ever 298 00:18:51,040 --> 00:18:54,200 Speaker 1: encounter milk in a bag? Yeah? I think we likely 299 00:18:54,200 --> 00:18:56,520 Speaker 1: this has come up before. Yeah, it's so I'm still 300 00:18:56,680 --> 00:18:59,439 Speaker 1: mystified by super weird. It looks like some sort of 301 00:18:59,520 --> 00:19:02,880 Speaker 1: medical supply. It looks like some sort of medical implant. Yeah. 302 00:19:02,960 --> 00:19:05,159 Speaker 1: And then and there's a little hole with a perforated 303 00:19:05,280 --> 00:19:07,639 Speaker 1: edge that you stick your straw into and then you 304 00:19:07,760 --> 00:19:10,200 Speaker 1: drink the milk from the bag. Yeah. Did you ever 305 00:19:10,240 --> 00:19:12,480 Speaker 1: have any of those? Casey, No, ours were just in 306 00:19:12,520 --> 00:19:15,720 Speaker 1: the paper carts, which also kind of vaguely gross me up. 307 00:19:15,800 --> 00:19:19,399 Speaker 1: I had that too, But I remember early for me, 308 00:19:20,160 --> 00:19:23,440 Speaker 1: there was a brief period of bag milk. Yeah. I 309 00:19:23,600 --> 00:19:26,960 Speaker 1: don't know what kind of backroom deal occurred between dairy 310 00:19:27,000 --> 00:19:31,480 Speaker 1: suppliers and local governments, but that that's my number one 311 00:19:32,320 --> 00:19:37,920 Speaker 1: personal example of the time when a relatively small design 312 00:19:38,520 --> 00:19:42,040 Speaker 1: philosophy or approach made a big difference. So funny this 313 00:19:42,160 --> 00:19:44,720 Speaker 1: Heineken cube that we were just talking about that kind 314 00:19:44,720 --> 00:19:48,280 Speaker 1: of like again not seeing these anywhere, but it was 315 00:19:48,320 --> 00:19:50,320 Speaker 1: it was handheld. It was just a personal size. It 316 00:19:50,359 --> 00:19:52,320 Speaker 1: wasn't bigger. You could tell it with the bottle cat 317 00:19:52,400 --> 00:19:53,960 Speaker 1: I see it now. And also there's a there's a 318 00:19:53,960 --> 00:19:57,600 Speaker 1: picture of a guy pouring it into a glass and 319 00:19:57,640 --> 00:20:00,280 Speaker 1: then also drinking directly from it, which looked super cord 320 00:20:00,320 --> 00:20:02,320 Speaker 1: because the what do you call it, the neck I'm 321 00:20:02,320 --> 00:20:04,600 Speaker 1: gonna go with mouth hole is recessed in a in 322 00:20:04,640 --> 00:20:06,520 Speaker 1: a kind of odd way, and it seems like a 323 00:20:06,640 --> 00:20:08,919 Speaker 1: very strange thing to hold in your hand. It's just 324 00:20:09,080 --> 00:20:12,480 Speaker 1: one of the top quarters. And while this housing trend 325 00:20:12,760 --> 00:20:15,520 Speaker 1: that that Freddie was so fond of ever thought was 326 00:20:15,520 --> 00:20:18,320 Speaker 1: such an innovative idea, which it was, um never really 327 00:20:18,320 --> 00:20:21,120 Speaker 1: took off. There's a pretty cool example that I've seen 328 00:20:21,160 --> 00:20:24,440 Speaker 1: sighted in every article that that that tells the story. Um. 329 00:20:24,480 --> 00:20:29,120 Speaker 1: It is a temple in Thailand that's made entirely out 330 00:20:29,200 --> 00:20:33,640 Speaker 1: of uh Heineken bottles and also the local tai beer 331 00:20:34,000 --> 00:20:38,320 Speaker 1: chan Chang, and I think to date it's like over 332 00:20:38,400 --> 00:20:41,400 Speaker 1: a million bottles making this thing up, and it's ornate 333 00:20:41,880 --> 00:20:45,399 Speaker 1: and like all these kind of almost mandala esque like 334 00:20:46,000 --> 00:20:49,840 Speaker 1: stained glass looking patterns, and even use the bottle caps 335 00:20:49,880 --> 00:20:52,280 Speaker 1: to make more of these kind of designs. And if 336 00:20:52,320 --> 00:20:54,800 Speaker 1: you didn't really, like really look closely, you would not 337 00:20:54,880 --> 00:20:57,800 Speaker 1: know what it was made of. It's beautiful and it's 338 00:20:58,000 --> 00:21:01,119 Speaker 1: way bigger than you think. It's crazy, and apparently they 339 00:21:01,119 --> 00:21:05,480 Speaker 1: continue to build onto it with these discarded bottles, so 340 00:21:05,520 --> 00:21:08,199 Speaker 1: at least that vision that Freddie had of like taking 341 00:21:08,240 --> 00:21:11,760 Speaker 1: this stuff and turning it into something else in an 342 00:21:11,800 --> 00:21:15,399 Speaker 1: interesting way, is happening, at least in one kind of 343 00:21:15,400 --> 00:21:25,120 Speaker 1: off the wall example. So Freddie Heydingen's life, while it 344 00:21:25,240 --> 00:21:30,760 Speaker 1: was replete with these amazing progressive acts in terms of 345 00:21:30,800 --> 00:21:35,919 Speaker 1: design and marketing, it wasn't all roses and angel harps. 346 00:21:36,000 --> 00:21:41,080 Speaker 1: He had several uh misadventures and unfortunate events, probably the 347 00:21:41,080 --> 00:21:43,959 Speaker 1: most famous of which was the time that he and 348 00:21:44,080 --> 00:21:48,359 Speaker 1: his chauffeur were kidnapped in nineteen eighty three by a 349 00:21:48,400 --> 00:21:51,480 Speaker 1: criminal organization in the Dutch underworld. I thought you were 350 00:21:51,520 --> 00:21:54,920 Speaker 1: going to say the netherworld of the Netherlands. Yeah, if 351 00:21:55,000 --> 00:21:58,639 Speaker 1: he happy, Netherlands on my mind as as well, they 352 00:21:58,680 --> 00:22:02,920 Speaker 1: should be. Um, this is is a a bizarre story. Um. 353 00:22:03,000 --> 00:22:06,960 Speaker 1: He and his his chauffeur were snatched up and taken 354 00:22:06,960 --> 00:22:11,080 Speaker 1: to a warehouse where they were chained UM two in 355 00:22:11,160 --> 00:22:14,600 Speaker 1: concrete cells for three weeks. And it turns out this 356 00:22:14,680 --> 00:22:18,800 Speaker 1: whole thing was orchestrated by a Dutch gangster, a criminal 357 00:22:18,880 --> 00:22:22,879 Speaker 1: mastermind by the name of Villam Holly Deare, who has 358 00:22:22,920 --> 00:22:27,400 Speaker 1: described in an article on The Guardian as being a cold, 359 00:22:27,680 --> 00:22:32,280 Speaker 1: vulgar killer who had a bit of a public persona 360 00:22:32,880 --> 00:22:38,199 Speaker 1: that was kind of almost celebrity like. Yeah, he was 361 00:22:38,240 --> 00:22:41,119 Speaker 1: like a comic super villain. He even had a cool 362 00:22:41,240 --> 00:22:45,200 Speaker 1: villain nickname the Nose, the Nose due to the size 363 00:22:45,200 --> 00:22:48,879 Speaker 1: of his nose. In this article by Daniel Boffi, they 364 00:22:48,920 --> 00:22:53,440 Speaker 1: explore some of his exploits. There's even a movie based 365 00:22:53,440 --> 00:22:58,320 Speaker 1: on that three kidnapping called Kidnapping Freddie Heineken. That's a 366 00:22:58,359 --> 00:23:01,320 Speaker 1: super creative name, I know, first of creativity. I've never 367 00:23:01,359 --> 00:23:04,600 Speaker 1: heard of this, and Anthony Hopkins is in it, sir Anthony, 368 00:23:04,960 --> 00:23:10,719 Speaker 1: excuse me, um, but yeah, they they held them for 369 00:23:10,760 --> 00:23:16,040 Speaker 1: a ransom of thirty five million Dutch guilders, and at 370 00:23:16,080 --> 00:23:19,520 Speaker 1: the time, Freddy Heineken was the most wealthy businessman in 371 00:23:19,560 --> 00:23:22,840 Speaker 1: the Netherlands, right, that's right, And um I did read 372 00:23:22,960 --> 00:23:26,920 Speaker 1: that They that it was paid, but they actually got 373 00:23:27,000 --> 00:23:30,240 Speaker 1: kind of busted out because one of the whoever was 374 00:23:30,320 --> 00:23:33,880 Speaker 1: babysitting them, you know whatever underboss or you know, Minion 375 00:23:34,000 --> 00:23:37,440 Speaker 1: was doing this made a fatal error. Yes, they made 376 00:23:37,520 --> 00:23:40,959 Speaker 1: a fatal flaw. One of the kidnappers and they were 377 00:23:40,960 --> 00:23:43,680 Speaker 1: about five guys involved with this kidnapping. One of the 378 00:23:43,760 --> 00:23:48,600 Speaker 1: kidnappers called for some Chinese takeout and accidentally gave away 379 00:23:48,640 --> 00:23:52,880 Speaker 1: their locations. So the police were able to burst into 380 00:23:52,880 --> 00:23:57,119 Speaker 1: the warehouse rescue Freddie, but they it took them a 381 00:23:57,119 --> 00:24:00,520 Speaker 1: while to catch all of the criminals, but it does 382 00:24:00,560 --> 00:24:04,359 Speaker 1: have a happy ending. Neither Freddie nor his driver were 383 00:24:05,200 --> 00:24:08,280 Speaker 1: killed first off, but they were left pretty shell shocked. 384 00:24:08,320 --> 00:24:10,879 Speaker 1: And I think Freddie had to have a like security 385 00:24:10,920 --> 00:24:13,160 Speaker 1: detail from for the rest of his life and chose 386 00:24:13,200 --> 00:24:17,280 Speaker 1: to and kind of gradually withdrew from the public. I 387 00:24:17,720 --> 00:24:20,719 Speaker 1: he had been, you know, the Freddie we mentioned from 388 00:24:20,800 --> 00:24:23,080 Speaker 1: the sixties who would go door to door at the bars, 389 00:24:23,359 --> 00:24:25,600 Speaker 1: you know, giving out samples. I think he kind of 390 00:24:25,640 --> 00:24:28,879 Speaker 1: carried that persona um later in life, and when this 391 00:24:28,960 --> 00:24:31,440 Speaker 1: and the unfortunate event happened, I think that probably shut 392 00:24:31,440 --> 00:24:33,320 Speaker 1: it down a good bit and he could withdrew and 393 00:24:33,640 --> 00:24:36,879 Speaker 1: really protected his family and their privacy from from that 394 00:24:36,920 --> 00:24:41,720 Speaker 1: point on. Yeah, and several other people involved in the 395 00:24:41,800 --> 00:24:44,879 Speaker 1: kidnapping had stories of their own. So there was a 396 00:24:44,880 --> 00:24:48,440 Speaker 1: guy in Franz Major who escaped from custody in Amsterdam 397 00:24:50,040 --> 00:24:54,080 Speaker 1: and then showed back up on the international radar in 398 00:24:54,160 --> 00:24:58,560 Speaker 1: Paraguay ten years later, where he owned a quote down 399 00:24:58,640 --> 00:25:02,359 Speaker 1: market restaurant Mary with three kids and one of the 400 00:25:02,440 --> 00:25:06,600 Speaker 1: other kidnappers. I appreciate that you mentioned this slow withdrawal 401 00:25:06,640 --> 00:25:10,639 Speaker 1: from public life because one of the other kidnappers, a 402 00:25:10,680 --> 00:25:14,480 Speaker 1: guy named cor Van hot h o U T excuse me, 403 00:25:14,840 --> 00:25:18,840 Speaker 1: he followed, He served his jail time, he got arrested, 404 00:25:18,880 --> 00:25:21,119 Speaker 1: he didn't escape, but when he got out of jail, 405 00:25:21,400 --> 00:25:26,320 Speaker 1: he would still occasionally follow Freddie Heineken around and try 406 00:25:26,400 --> 00:25:29,320 Speaker 1: to like talk trash to him. Is that weird? It 407 00:25:29,440 --> 00:25:33,000 Speaker 1: seems very smart. It seems incredibly petty too well, especially 408 00:25:33,040 --> 00:25:36,280 Speaker 1: since he probably had some bruiser security dudes hanging out 409 00:25:36,280 --> 00:25:37,520 Speaker 1: with him. I would think I would be a real 410 00:25:38,000 --> 00:25:40,400 Speaker 1: quick way to get, you know, get your ass kicked. 411 00:25:40,680 --> 00:25:43,400 Speaker 1: Very weird relationship, I would imagine. Did we talk about 412 00:25:43,400 --> 00:25:46,919 Speaker 1: what happened to the nose? We have not yet. The 413 00:25:47,040 --> 00:25:52,680 Speaker 1: huggable criminal, as the prosecutors enough, yeah, the prosecution. During 414 00:25:52,680 --> 00:25:55,600 Speaker 1: one of the trials, the prosecution said that he had 415 00:25:55,640 --> 00:25:58,440 Speaker 1: been described in the past as a new full criminal 416 00:25:58,840 --> 00:26:01,560 Speaker 1: or huggable criminal, due to his efforts to court the 417 00:26:01,600 --> 00:26:04,679 Speaker 1: media and become a celebrity figure. He even went on 418 00:26:04,720 --> 00:26:07,359 Speaker 1: a speaking tour of colleges in two thousand and twelve. 419 00:26:07,359 --> 00:26:10,720 Speaker 1: Of course he did whatever it takes. You gotta hustle. Yeah. 420 00:26:11,320 --> 00:26:13,560 Speaker 1: Seven he got sentenced to eleven years in prison for 421 00:26:13,640 --> 00:26:19,040 Speaker 1: this particular crime. He only served five. Wow. Yeah, that 422 00:26:19,119 --> 00:26:22,920 Speaker 1: seems pretty pretty light. But you know, he didn't stay 423 00:26:22,920 --> 00:26:25,240 Speaker 1: clean for well, I don't know. It's it's hard to 424 00:26:25,240 --> 00:26:28,840 Speaker 1: say what what what high profile crimes he did between 425 00:26:29,280 --> 00:26:32,679 Speaker 1: then and now. I'm sure he probably laid low, but 426 00:26:33,000 --> 00:26:35,680 Speaker 1: I have a feeling he still was up to no good. 427 00:26:36,000 --> 00:26:40,440 Speaker 1: But um. An article from this article we're talking about 428 00:26:40,480 --> 00:26:44,280 Speaker 1: from The Guardian is actually from February five of this year, 429 00:26:44,840 --> 00:26:49,439 Speaker 1: and it's about a new trial for the Nose that 430 00:26:49,520 --> 00:26:52,480 Speaker 1: has him up on charges of of murder. You have 431 00:26:52,600 --> 00:26:55,840 Speaker 1: five counts of murder, one count of manslaughter, two counts 432 00:26:55,840 --> 00:27:02,280 Speaker 1: of attempted murder, and the defense is arguing that his uh, 433 00:27:02,320 --> 00:27:07,000 Speaker 1: his sisters and his ex girlfriend are conspiring to make 434 00:27:07,080 --> 00:27:09,680 Speaker 1: him look bad, to stitch him up right, and he 435 00:27:09,760 --> 00:27:15,800 Speaker 1: supposedly orchestrated a hit on on her his sister UM 436 00:27:15,880 --> 00:27:19,080 Speaker 1: using his cell phone. UM, and the sister was able 437 00:27:19,119 --> 00:27:23,760 Speaker 1: to record said calls and distribute them to the authorities. 438 00:27:23,840 --> 00:27:30,520 Speaker 1: So UM, probably not the smartest criminal UM you know 439 00:27:30,600 --> 00:27:33,879 Speaker 1: on the block. But yeah, but part of a pretty 440 00:27:33,920 --> 00:27:39,760 Speaker 1: interesting story involving brick beer bottles. Yes, yes, that's a 441 00:27:39,840 --> 00:27:43,560 Speaker 1: roundabout way, in a roundabout way, and hollyder. As we 442 00:27:43,720 --> 00:27:48,240 Speaker 1: are recording this, the nose himself is still the subject 443 00:27:48,359 --> 00:27:51,399 Speaker 1: of media attention there in the Netherlands. So maybe we'll 444 00:27:51,720 --> 00:27:54,639 Speaker 1: we'll figure out what happens to the nose in a 445 00:27:54,800 --> 00:27:58,640 Speaker 1: future episode. In the meantime, I think we should end 446 00:27:59,119 --> 00:28:04,359 Speaker 1: on what happened to Freddie Heineken after the kidnapping, after 447 00:28:04,400 --> 00:28:07,760 Speaker 1: attempting to change the world with this brick bottle of beer. 448 00:28:07,920 --> 00:28:09,560 Speaker 1: Looks like I said a little while ago, he did 449 00:28:09,560 --> 00:28:13,520 Speaker 1: withdraw from public life. He gave up his controlling interest 450 00:28:13,640 --> 00:28:17,959 Speaker 1: in the Heineken Company, but according to this obituary from 451 00:28:17,960 --> 00:28:21,600 Speaker 1: New York Times, he still hung around and did his 452 00:28:21,680 --> 00:28:23,919 Speaker 1: kind of day to day thing right up until he 453 00:28:24,000 --> 00:28:28,439 Speaker 1: passed away. Uh. He ceded control of the board of 454 00:28:28,480 --> 00:28:32,879 Speaker 1: which he was the chairman, to his daughter Charlene. But 455 00:28:33,080 --> 00:28:37,439 Speaker 1: he did eventually pass away from pneumonia um at the 456 00:28:37,480 --> 00:28:40,480 Speaker 1: age of seventy eight, and that was on January of 457 00:28:40,600 --> 00:28:45,160 Speaker 1: two thousand and two, and his legacy continues on today. 458 00:28:45,560 --> 00:28:49,959 Speaker 1: Not just in beer, folks, he also had an active 459 00:28:50,080 --> 00:28:54,840 Speaker 1: role in philanthropy promoting science and the arts. He founded 460 00:28:54,880 --> 00:28:59,360 Speaker 1: the Doctor hp Heineken Foundation, which awards cash prizes for 461 00:28:59,440 --> 00:29:03,760 Speaker 1: pioneering work in biochemistry and biophysics, and he started another 462 00:29:03,800 --> 00:29:06,960 Speaker 1: foundation in his own name in the nineteen eighties that 463 00:29:07,000 --> 00:29:10,640 Speaker 1: awards cash prizes to the sciences and the arts. So 464 00:29:10,680 --> 00:29:13,880 Speaker 1: I think that's that's one of the most beautiful things 465 00:29:13,920 --> 00:29:17,680 Speaker 1: you can do as an individual. Has paved the way 466 00:29:17,760 --> 00:29:20,080 Speaker 1: for future progress. I don't know, this guy seemed like 467 00:29:20,080 --> 00:29:25,600 Speaker 1: a pretty progressive, interesting um beer tycoon, you know. I 468 00:29:25,800 --> 00:29:28,160 Speaker 1: really enjoyed the story, and he seemed like a guy 469 00:29:28,200 --> 00:29:30,960 Speaker 1: that would have been uh an interesting dude to sit 470 00:29:31,000 --> 00:29:34,840 Speaker 1: down and have a beer a hie with. Yes, yes uh, 471 00:29:34,840 --> 00:29:39,000 Speaker 1: And we hope you enjoy this episode. Didn't have time 472 00:29:39,000 --> 00:29:41,160 Speaker 1: to get to it today, but it reminds me of 473 00:29:41,880 --> 00:29:46,560 Speaker 1: uh fascinating guy named Richard Swert who is down in Mexico, 474 00:29:46,600 --> 00:29:50,000 Speaker 1: I believe, and has built his own island entirely of 475 00:29:50,240 --> 00:29:53,800 Speaker 1: reusable materials. I think we might have mentioned him and 476 00:29:53,960 --> 00:29:57,080 Speaker 1: weird people who built weird things. If we didn't, that 477 00:29:57,200 --> 00:30:01,040 Speaker 1: was a missed opportunity. My friend, Well luck Leanal, you 478 00:30:01,160 --> 00:30:04,480 Speaker 1: and I and you as well fellow Ridiculous Historians will 479 00:30:04,520 --> 00:30:08,680 Speaker 1: have more and more opportunities in the future to explore 480 00:30:08,760 --> 00:30:12,520 Speaker 1: strange stories throughout history. Thank you so much for tuning 481 00:30:12,520 --> 00:30:15,680 Speaker 1: into the show. Of course, thank you to our super producer, 482 00:30:15,960 --> 00:30:18,920 Speaker 1: Casey Pegram, and thank you to our researcher Eve's Jeff 483 00:30:18,960 --> 00:30:22,160 Speaker 1: Coote who assisted us with this episode. And of course 484 00:30:22,200 --> 00:30:25,680 Speaker 1: thanks to you for listening to the show. Please please 485 00:30:25,680 --> 00:30:28,160 Speaker 1: please do us a solid and write us a nice 486 00:30:28,200 --> 00:30:33,000 Speaker 1: and friendly review on iTunes or your pod catcher service 487 00:30:33,160 --> 00:30:35,520 Speaker 1: of choice. Here we go. Um. It helps the the 488 00:30:35,560 --> 00:30:38,320 Speaker 1: old iTunes algorithm, you know, pop us up in the 489 00:30:38,360 --> 00:30:40,240 Speaker 1: rankings and make people discover the show. So if you 490 00:30:40,320 --> 00:30:45,120 Speaker 1: dig it, pay it forward, friends, pay it forward. True story. Occasionally, 491 00:30:45,200 --> 00:30:47,959 Speaker 1: if we're if we're doing well on the show, uh, 492 00:30:48,080 --> 00:30:50,400 Speaker 1: the president of our company will walk by and pop 493 00:30:50,400 --> 00:30:53,600 Speaker 1: a couple of finger gunds at us. That always feels 494 00:30:53,720 --> 00:30:57,760 Speaker 1: so good. Um. You can also reach out to us 495 00:30:57,840 --> 00:30:59,960 Speaker 1: via social media. We're on Facebook, we have our face 496 00:31:00,000 --> 00:31:03,240 Speaker 1: spook group, the Ridiculous Historians. We're always hanging out having 497 00:31:03,280 --> 00:31:06,880 Speaker 1: a good time. We're on Twitter, We're on the Instagram. 498 00:31:07,440 --> 00:31:10,360 Speaker 1: Still still popping around these vision boards, man, You know, 499 00:31:10,440 --> 00:31:12,160 Speaker 1: we just said, it's a lot that goes into it. 500 00:31:12,160 --> 00:31:17,280 Speaker 1: It's a collaboration um for the Ages, and we're working 501 00:31:17,400 --> 00:31:21,360 Speaker 1: on a concept album. Those spoilers, because that's that's what 502 00:31:21,400 --> 00:31:24,640 Speaker 1: it's called. It's called it's it's called spoilers. Yeah, So 503 00:31:24,920 --> 00:31:29,160 Speaker 1: tune in for our next episode when we explore the 504 00:31:29,440 --> 00:31:33,600 Speaker 1: very strange story of the nineteen o four Summer Olympic Games. 505 00:31:34,040 --> 00:31:34,760 Speaker 1: See you next time.