By Glenn Nelson
Reprinted from The Seattle Times, October 13, 1982
It may be Miller Time for the unlimited-hydroplane circuit.
Budweiser and Miller Brewing Co., at lager-heads over the beer market for some time, have embodied their competition in the spirit(s) of athletic endeavor.
Last night, the St. Louis Cardinals, owned by Bud chairman Auggie Busch, and the Brewers, who play in Milwaukee, home of the Miller corporation offices, opened baseball's World Series.
Next year, the two may take their stout rivalry to the waters.
Pay 'n Pak crew chief Jim Lucero made two trips to Milwaukee last summer to propose an unlimited-hydroplane sponsorship the the Miller people.
According to sources in both the boating and beer caps, Miller would not have allowed Lucero to travel all the way to Milwaukee if there was no interest in what he had to say.
Lucero has been actively recruiting new ownership for Pak president Dave Heerensperger's two hulls (one which has not tested competitive waters), his arsenal of turbine engines, assorted equipment and out-of-work crew.
Heerensperger retired from hydro racing shortly after an accident involving his driver, John Walters, in the Aug. 8 Seattle regatta.
Heerensperger said he has not been approached by Miller, but has received feelers from others not associated with Miller.
"Jim Lucero" has been talking to some people, but it's not his equipment to sell," he said. "They have to talk to me. It's my equipment."
The sponsorship would take a big gulp of of Miller's corporate coffers. The value of the Pak equipment has been estimated to be in the $500,000 to $1 million range.
What appears to be holding up the venture is the lack of an outside owner who would buy the boat with Miller's backing.
The development at least had Bernie Little, owner of the Miss Budweiser, foaming over the possibilities.
"If another beer company got into the sport, it would be a great challenge," he said. "I'm all for it. Let's go!"
Miller's entry into unlimited racing would shake up an already brewing rivalry with Budweiser. Miller High Lift sponsored an offshore race this year and Lowenbrau, a Miller subsidiary, has sponsored an offshore boat. Budweiser has been involved in offshore boat racing for some years, though its boats have not gone head-to-head with Lowenbrau's.
