315: Jess & Rich Fierro of Atrevida Put Their Values Into Action as They Overcome Trauma and Make Beer for Everyone

This week’s podcast is different from most. A couple weeks ago, I drove down to Colorado Springs to catch up with Jess and Rich Fierro of Atrevida Beer . Jess was the winner of Season One of the Vice TV show Beerland , and they went on to open their small community-focused brewery in 2018. From the start, Atrevida proudly embraced the slogan “Diversity, it’s what’s on tap,” and over the past five years they’ve lived it—women brewers have outnumbered men in their brewhouse by a ratio of about four-to-one. Atrevida would make an interesting case study all on its own, but the night of November 19, 2022, brought them national attention for completely different reasons. Jess, Rich, their daughter Kassy, her longtime boyfriend Raymond, and other friends were celebrating a birthday at Club Q in Colorado Springs when a gunman attacked the club, killing five and injuring another 19 before Rich—who retired with the rank of major after 15 years in the Army—charged, disarmed, and subdued the gunman. Raymond was one of the five people killed. That incident isn’t what this podcast is about. In this episode, we discuss what’s happened since then. Jess, Rich, and Kassy all still work at the brewery. It’s a small business, and they’re isn’t any magical mechanism that automatically keeps the brewery going when an unthinkable tragedy strikes. The outpouring of support for them was intense, and the backlash was also intense. Suddenly, they were thrust into a national spotlight while also having to process such a traumatic personal event. Even now, a few who ostensibly wanted to show support have been harassing them over something as trivial as a delay in shipping T-shirts. However, as you’ll hear in this conversation, Jess and Rich are special people. We cover a range of subjects, from making creative beers that connect through diverse flavors, to running a values-centered business, and on to managing a business through trauma with all the ups and downs that come with it. Their story is an inspiring one. — Jamie This episode is brought to you by: G&D Chillers ( https://gdchillers.com ) : For years G&D Chillers has chilled the beers you love, partnering with 3,000+ breweries across the country along the way, and they’re proud of the cool partnerships they’ve built over the past 30 years. Reach out for a quote today at gdchillers.com or call to discuss your next project. BSG Craft Brewing ( https://Bsgcraftbrewing.com/ ) : BSG and their partners HVG bring you Amira, the latest from their hop Breeding Program. With its classic hoppy, slightly herbal, and zesty lemon aromas it’s the ideal hop for those looking to capture the traditional flavor of a classic German lager. Visit BSGCraftbrewing.com to learn more. Old Orchard ( https://www.oldorchard.com/brewer ) : Old Orchard's new brewing customers often mention discovering Old Orchard through the word-of-mouth recommendation of another brewer. To join the core of Old Orchard's brewing community, learn more at oldorchard.com/brewer Accubrew ( https://accubrew.io ) The AccuBrew system is designed to give you unprecedented insight into the fermentation process. Monitor gravity, fermentation activity, clarity, and temperature, schedule reminders, and receive alerts anywhere, anytime. To learn more about AccuBrew head over to AccuBrew.io ProBrew ( https://www.probrew.com ) The ProFill series of rotary can fillers from ProBrew are accelerating plant production everywhere. For more information, visit www.probrew.com or email contactus@probrew.com . Tabski ( https://tabski.com ) : Tabski QR Code Ordering is the future of brewery ordering! With Tabski, your customers can order and pay for their beers right from their phones by scanning a QR Code on the table. Get rid of lengthy lines and increase check size by up to 30%! Learn how you can get started today at tabski.com. Omega Yeast ( https://omegayeast.com ) : Thiolized yeast are a new tool for brewers to bring intense guava and passionfruit aromas out of your malt and hops. And wait, there’s more! Omega Yeast makes yeast-to-order with a consistent one week lead time ensuring peak freshness and reliability. Five Star Chemicals ( https://fivestarchemicals.com ) : Keep your brewery running smoothly with Five Star Chemicals. Our cleaning solutions are specifically formulated to meet the unique needs of breweries, ensuring that your equipment stays clean and free of harmful bacteria and contaminants. ABS Commercial ( https://abs-commercial.com ) : ABS Commercial is proud to offer brewhouses, tanks, keg washers, and small parts to brewers across the country as well as equipment for distilling, cider-making, wine-making, and more! Contact us today at sales@abs-commercial.com to discuss your customized brewery needs. ABS Commercial. We are brewers. Support Craft Beer & Brewing Magazine Podcast