Bruce Lincoln Trew Watkins, born February 12, 1936, to Clara and Harry Watkins of Sweetgrass Montana, the youngest of seven children, died from ALS (Lou Gehrig' Disease) Saturday, Nov. 10 at his beloved Smith River property.
Bruce spent his childhood years in Sweetgrass, Great Falls and in Havre, where he graduated from high school. While working as a brakeman for the Great Northern Railroad, he attended one year at Northern Montana College, then obtained his bachelor' degree in business at the University of Montana.
His first flying lesson was in Shelby and he followed that passion by first getting his fixed wing, and then helicopter, license through the Army National Guard. He received his instructor license and in Texas trained helicopter pilots for Vietnam. Later his love of flying led him to be instrumental in the first air ambulance service for Great Falls.
Bruce married Ardelle Iverson in 1964, and they purchased Gusto Distributing in 1965. Under their leadership, the beverage wholesale company grew from a small enterprise to its present size of 76 employees and a territory that covers one fourth of the state.
Bruce was well respected in the beverage industry, recently being honored with both the prestigious Miller Legends and Miller High Life Achievement awards.
His impact in the beer business, and the Miller Brewing Company (now SAB Miller), was amply underscored by the top executives in the beer industry and company who attended the memorial service:
Montana State Miller Representative Greg Seiger, Regional Representative Dennis McNamara and Northwest Representative Mike Rhodey. Flying in from Milwaukee and Atlanta were Miller Brewing Company President Tom Long, Miller Vice President Tom Cardella, SABMiller Executive Paul Pendegrass.
Norman Adami, CEO of SAB/Miller and personal friend to all at Gusto Distributing, shortened a meeting he was conducting in Brazil and in 24 hours flew to Milwaukee to pick up a few more Miller executives, then flew straight to Great Falls to attend Bruce's funeral. Norm gave a speech about Bruce and his experiences with him, which was well written and very touching. For Norm to make all of those arrangements to get to Great Falls for the service just shows how Bruce touched his life in a short period.
Other industry representatives in attendance included Jim Haney from Coors, Sparky Lapka from Pabst, Bjorn Nabozney from Big Sky Brewing, Juergen Knoller from Bayern, and Lou Brannon from Sam Adams (Boston Beers). Dozens of other customers and distributors also attended.
In addition to flying and the beer business, Bruce loved hosting people at his place on the Smith River, which is where he will be laid to rest.
Bruce is survived by his wife Ardelle, children Len and LeeAnne, grandchildren Madison and Shyam. Also survived by brothers Wilber (Bunts), Ted, Gwynn, and Wallace, and sister Rosemary Teel. He was preceded in death by his parents and brother Stanley.
There was a viewing Nov. 14-16 at Croxford and Sons Funeral Home. The service, attended by over 600 people, was conducted at the Heritage Inn at 4 p.m. Nov. 16 with a reception following. Brice's daughter LeeAnne, who is a minister, led the service.
Long-time Gusto employees Bob Muretta, Rick Eckenstein, and Don Kuntz said a few words. Others who spoke were: Travis Cushman who talked about "my friends and growing up with Bruce"; Dale Markovich, about Bruce in the beer business; Steve Williamson, about Bruce and his flying days and Harry Watkins, about Bruce and family.
A video of Bruce's place at the Smith River was shown, as was a slide show featuring some wonderful pictures of him. Flowers, foods and cards were abundant and sent by people all over the country. Some remarked later that the funeral was the best one they ever attended.
Memorials should be sent to the ALS Association of Minnesota
; the Episcopal Church of the Incarnation (P.O. Box 3046, Great Falls, MT, 59403) and St. Mary' Episcopal Church (1895 Laurel Avenue, St. Paul, MN 55104).