By Roger Porter
Tuesday, Jan. 16, marked another milestone in the life of longtime Great Falls beer distributor Bruce Watkins, founder of Gusto Distributing.
Following a legislative update meeting of the Montana Beer and Wine Distributors Association (MBWDA), the group hosted a cocktail hour and dinner at the Meadowlark Country Club at Great Falls honoring long-time member Watkins, who is curtailing his management duties due to health problems.
The event organized by Verna Boucher and Kristi Blazer of MBWDA drew an upbeat crowd which consisted of fellow distributors, friends, former employees and family from across the state and even from neighboring states.
The evening's program began with an invocation delivered by Watkins' daughter Liane, an Episcopalian minister currently residing in St. Paul, Minn. Guiding the proceedings was local attorney Curtis Thompson, a long time friend of the family.
One of the first persons to share reminiscences was Karen Watkins Meyers who represented the Watkins cousins who were seemingly numerous enough to fill a rural school. Foremost in her memories of "Uncle Bruce" was his habit of giving out $2 bills to the cousins whenever the clan gathered.
Mitch Watkins was next and he recounted Bruce' "fierce passion for the beer business." Harry Watkins rose and gave a brief account of Bruce' life, picturing him as a "self made man" and briefly tracing his life from his birth in 1936, the last of seven children and one of six boys.
It was said that Bruce' mother had her quota of boys and wanted another girl as her last. Fortunately, according to Harry, Bruce barely escaped being named Elizabeth.
Bruce attended college on an ROTC scholarship, later fulfilling his military obligation as a helicopter pilot. He received his degree in 1959. Professionally, he fully intended to become an airline pilot until August, 1975, when the opportunity to purchase a small beer distributorship presented itself and the rest is history.
In the beginning his distributorship represented three minor brands until the acquisition of the Miller brands. Later, Pennington', a rival Great Falls distributor with the Coors label was purchased. Finally, Pennington' of Havre was added. This rise over the years was something of which legends in the trade are made.
At the present time Gusto Distributing' trade area is geographically one of the largest in the nation.
Next to share his memories of Bruce was Leonard Morrison, whom some might label the "dean of brewery reps" for his decades representing Rainier beer. Morrison spoke of their many years together in the beer industry, however he also spoke of a personal friendship which transcended business.
In concluding his remarks, Morrison read a prepared statement from Jim Haney of Coors, who was unable to attend due to an out of state business meeting.
Oddly enough in the case of Bruce, he not only made an impression on those with which he interacted over the years, but even his dog is fondly remembered.
It seems during his years spent in Shelby, Bruce had a German shepherd named Rebel. Rebel had numerous duties, one of which was to warn off potential Lotharios who might want to date Bruce' future wife, Ardell. Rebel could also become a bit aggressive, as the local cop he bit would no doubt testify were he present.
However, it seems the most enduring memory is of Rebel standing upon the cab of the delivery trucks as they whizzed down the highway. Apparently that sight turned more than a few travelers necks.
Of all the stories told over the course of the evening, it must be admitted that some of the most interesting were told by Shelby distributor Steve Williamson, another nephew.
He flashed back to a sales meeting held years ago in Bellevue, Wash., when a fellow in his birthday suit, quite under the weather and seeking to relieve himself, went out the hallway door of the hotel rather than through the bathroom door and found himself locked out of his room.
Obviously disoriented, he simply moved down the hall to Bruce and Ardell' room and, finding the door not completely closed, walked in and sat on the edge of the bed.
Bruce stirred, turned on the light and asked Ardell who this was? She replied it was no one and turned the light back off. Finally, Bruce rose from the bed, accosted the fellow and ended up breaking his jaw.
Apparently this whole affair caused quite a commotion with the hotel security not knowing which story to believe.
Those in the know will concede it is impossible to talk about Bruce without also bringing Ardell, his wife of many years and business partner, into the conversation.
So it was only fair Ardell even took a shot with the story of the pair attending a Las Vegas convention and Ardell losing her name badge. The next time anyone saw it it was pinned to the ample bosom of an African American hooker riding up the elevator with a name badge identifying her as "Ardell Watkins, Great Falls, Montana" for all the world to see.
Steve also mentioned Bruce' National Guard service as a helicopter pilot. In telling the story, Steve gave Bruce credit for founding Homeland Security well in advance of the current organization of the same name. However, we're not at liberty to recount that story as no one has had an opportunity to check out the statute of limitations.
As Thompson moved the evening's program along, he told those gathered that Bruce had often mentioned his goal in raising his children: to "raise them to be kind and honest." He then singled out son Lenny and daughter Liane and complimented Bruce on a "mission accomplished."
In addition to having an excellent reputation as a beer distributor, few conversations with, or about, Bruce fail to mention his Smith River compound. Thompson delivered a short history of the place and Bruce's dedication to sharing his blessings with his friends, particularly the blessings of his holdings in one of the states premier scenic canyons.
The next person called upon to share their memories was John Decker who admonished persons taking a telephone call from Bruce to make sure their calendar was cleared as it "might be a while."
Dan Devine, a former competitor of Bruce's, mentioned one of his favorite events was to run into Bruce on the street since it was only in this way that he could be privy to "the world according to Bruce."
As the evening began to wind down, Thompson called the crowd's attention to the blazer Bruce was wearing which bore the honorary Miller Legends Award Emblem.
The final contributor of the evening was Marty Holda of Rainier Brewing. Holda thanked Bruce for his many kindnesses both in the business arena and on a personal level. Noting that Bruce was often left without a chair at the Smith River place, he presented him with a beautiful custom-made and decorated Adirondack chair he could without question call his own.
It was indeed stimulating to listen to the parade of friends, relatives, business associates, competitors and former employees pay tribute to Watkins.
Hopefully Bruce's example will inspire others to seek the high road, knowing the admiration and respect of those we associate with on a daily basis is "a reward in, and of, itself."
The evening ended with those in attendance rising and toasting the guest of honor.
Source: The Montana Tavern Times, Feb., 2007, published monthly by Continental Communications, 125 W. Granite St., Suite 102, Butte, MT 59701.