Brewbound 2022 Rising Stars Interview: Atrevida Beer Co.

Speaker 1 [00:06] We hope everyone is enjoying our 2022 Brewbound Live Business Conference. We just handed out our awards in Santa Monica and named our class of rising stars. So let's meet those rising stars. Joining me now is Jess and Rich Fierro and the team from Atraveda Beer Company in Colorado Springs, Colorado. Jess and Rich and team, thanks for joining us.

Speaker 2 [00:29] Thank you, yes.

Speaker 1 [00:32] Well, congratulations to you all. Uh, Jess, you're the head brewer there at Atraveda. You were just on our brew talks, uh, conversation series, so when we stopped in Colorado, uh, for the Great American Beer Festival, and we were so impressed that we wanted to name you guys a rising star this year. And so, uh, congratulations to you guys.

Speaker 3 [00:53] Thank you so much. It's, it's, uh, extraordinary to be, to be recognized in this way, and, and we're Humbled and super grateful, so. Well, you,

Speaker 1 [01:04] you've really staked your place in Colorado Springs with a portfolio of beers inspired by Mexican flavors. Uh, like I said, you joined us at Brewals, and one of the things that really stood out to me was something you said, that, you know, recipe creation is 10%, uh, recipe and 90% heart, and that's something you really, uh, drive home there at Atravera. So, when you're creating that recipe, uh, what are you looking for? You know, what do you really wanna create when you're, you're at, when you're looking to mix those flavors?

Speaker 3 [01:36] You know what, I work very differently than most brewers. Um, I have to be inspired first. I always look at what is going to be my muse, who inspires me, the passion behind the story of why. Why does that person, or does that culinary dish, or does that candy like inspire me. From there, I break it down into different components, and I literally will break it down to, you know, there's there's this tiniest bit of A chocolate kind of roasty feeling that I get from this person. They love coffee, they, you know, they enjoy roastiness, dark chocolate. These are all things that I put into that beer based on either a person's personality, or different components that that the um culinary dish in terms of flavors will impart, or candies. Um, but for me, it really comes down to, there's there's an inspiration and a story behind every single beer that I make.

Speaker 1 [02:29] It sounds incredibly personal.

Speaker 3 [02:32] Yes, yeah, every beer, uh, uh, you know, and there's some that are just fun, you know, I, I did mention at, uh, Brew talk, my drunken churro, you know, it's a Belgian whit beer, it's got agave in it, it's got cinnamon in it, it's one of my favorite desserts. I'm also a tequila drinker. I love tequila, so, you know, I married both my worlds in a beer.

Speaker 1 [02:52] Hey, you, you mentioned it too at Bretox is that you guys have a ton of fun names with your beers. So, uh, tell us a little bit about some more of

Speaker 3 [03:01] those. Um, I'll tell you about the one that I'm drinking right now. This is our year-long, um, Uh, pride beer, uh, we're big allies and huge supporters of our LGBTBTQ plus community. Um, this one here is called Hibiscus, whoever you want. It's a sangria style, um, blonde ale, uh, but it's, it's bold, it's bright in flavor, it's colorful, it's sexy, um, and I think that all of those things embody that community, and so I poured that into a beer.

Speaker 1 [03:32] That sounds amazing. I would love to try that. So, uh, when you're, when you mixed all these different flavors and brought so much uh personality and personal experience to the table, what do you think that opens up, uh, when, for the consumers who come into your taproom?

Speaker 3 [03:51] It's an experience, you know, I mean, the, from, and everywhere from, you know, the minute that you walk in, it says diversity, it's on tap everywhere, um, at, on top of my front door, you walk in, everything in here screams Latin culture, which is my culture. You go to our beer menu, it's a diverse menu. You have a Juneteenth beer, you have a hibiscus, whoever you want beer, you have, uh, Dolores Huerta Mexican lager, uh. Um, you have La Grand Senora, which is, you know, a, a tribute beer to one of my favorite Mexican singers. Um, I have Maldito Amor for Vicente Fernandez, you know, which is another one of my iconic, um, legendary singers. So everything in everything in here kind of comes down to a personal. and a personal story and our stories aren't just to ourselves, right? They aren't just for us. Someone is going to resonate with something in that experience culturally or personally, um, and that comes, that comes to life every day, um, with our menu board.

Speaker 4 [04:55] Yeah, and, and Jess has always put forth, uh, Introducing folks to something different, something new. Um, she's never wanted to put culture in anybody's face. Uh, listen, everybody's got their own thing and that's cool, and we're, we're all about that. But we just want a place where everybody feels comfortable to share. And that's, that's really what it's all about. We were always the The Latino couple that showed up to brewery for a long time, and this time, we've got our own place and she's collaborated with Border X in, in San Diego. She's done some things to kind of broaden the perspective of a Colorado beer drinker, and I, and I think it's, it's kind of catching on out here.

Speaker 1 [05:29] One of the beers you mentioned was a Juneteenth beer. Uh, tell us why that was important for you guys to make.

Speaker 4 [05:35] Well, if I, if I could start with that, so we were part of the, the Black and Latino Leadership Coalition here in Colorado Springs back in 2018 when we first opened. Um, and we were gonna do a fundraiser for Juneteenth. And my, my buddy goes, hey, why don't you guys just do a drink? Cause it's, they have a Juneteenth drink. It's a, it's a big red soda. And I was like, I don't even know. What you're talking about. So I looked it up. I, I got the, I literally got like a little strip of paper. I gave it to Jess. I said, can you make a beer out of this? And it was out of an enact like a Wikipedia or something. And she went wild. So she ended up doing the beer in 18, and we've had it on since. And what was crazy was this whole resurgence and Juneteenth becoming a holiday and all this stuff. Meanwhile, anybody who's been here before was already exposed to that. So it wasn't something new in, in 2020. It was Part of the regular day here. So that's what the kind of, that's the kind of stuff that she likes to reach out and, and, and,

Speaker 3 [06:26] and it's also important to note that we do it with, uh, with respect to the acknowledgement of whatever cause or, or, you know, day that we're, uh, yeah, uh. It, that, that particular day, we had a um a woman who came in from the Black and Latino Leadership Coalition, and we shut off all the music, and we had a brewery full of folks. I didn't know how it was gonna go. I just thought, you know what, we'll give it a shot, we'll see how this goes. We shut off all the music, um, she stood in the center of the brewery, she did this reading as to the importance of Juneteenth, and why it should be acknowledged, and why, um, you know, there, there's this. Uh, there's a celebration of sorts that happens, you know, with, with Juneteenth, and she explained about the big red soda and everything, and then after that, I, I stood behind the bar, and I said, OK, taps open, and that's exactly when I released it, and um we turned the music back on, and I had folks coming to me um after the event that were just so thankful, because they didn't know anything about Juneteenth, they learned something, it became an experience that everybody was a part of. Um, so those kind of experiences for me, speak volumes of what we truly are as a company.

Speaker 1 [07:42] Yeah, we need more of those in this industry. So, when you all look back at 2022, what stands out for you is, you know, the defining moments for Aurveda?

Speaker 3 [07:55] I think 2022 for me, um, I, I think I can sum it up in just like a simple phrase, right? There's, there's no, there's no secret. Sauce or tip or anything to success. I mean, it's hard work, it's passion, it's, it's, uh, networking, um, all of those things are gonna be the things that bring you those blessings and those opportunities. Um, it's adaptability, it's, you know, in light of COVID and, and everything else, it's pivoting. Um, it's all of those things more than anything, being able to adapt to what that year brings to you in the good sense and in the bad sense. So, um, for me that's kind of the, the The derivative of, of success, I guess.

Speaker 4 [08:36] I honestly think she's ignoring the elephant in the room. This little one here was her right hand, and she got her scholarship to the San Diego State, uh, Master bruise shipping program. So she's been gone in and out all year, and she's been having to do all of her work, and she's not helping her bruise. So that challenge for us has been really tough, but again, a blessing. We can only pray that our daughter would do something as cool as what her mom's doing, and she's doing it at 2. To she's getting her certificate and we're excited for her, but, you know, that drawback was it's a family business and we lose, we lose one of our brewers. And not to mention our daughters we're all bored, but, but it's been a great year for us and, and we're hopefully gonna do more, uh, next year.

Speaker 1 [09:15] That's amazing. You're creating a legacy there.

Speaker 4 [09:18] That's the goal.

Speaker 1 [09:19] Yeah. Well, we're almost to 2023. What do you see as the opportunities ahead for you all?

Speaker 3 [09:26] Oh my goodness. Um, well, the Media is our 5 year anniversary, which we're very, very proud of, and we plan on going really big for, um, but outside of that, uh, we do have some plans. I'm gonna keep it a little bit under wraps, with some, some expansion plans, um, but we're really excited to see what next year brings. I mean, I, I think that, um, this year was kind of the year of, of breathing a little bit, a little bit of breathing room, and now, you know, come 2023, it's time to hit the road and hit it hard, so. We're excited to see what it brings. Yeah, and

Speaker 4 [09:58] Diana los Muertos, uh, we're having our big event this weekend, so that's why it's up.

Speaker 1 [10:02] Oh, awesome.

Speaker 3 [10:03] She's

Speaker 4 [10:05] she's got a bro. She's uh, uh, yeah,

Speaker 1 [10:09] well, one last question for you. Uh, what's one thing you've learned over the last year or so that you'd offer as a piece of advice to the entrepreneurs and brewers out there?

Speaker 3 [10:21] Oh gosh, I have a laundry list, but I will say, um, there is power to authenticity, there's power to intent, um, there's power in your message, um, you know, especially to, to women, BIPOC community, LGBTQ plus community, um, never apologize for creating a space for yourself where you're seen and your voice is heard, um, and always, always remember to pay it forward.

Speaker 1 [10:49] Jess Rich, team, uh, y'all are awesome. I'm glad we connected this year, and I'm really hoping we stay in touch in, in the new year and beyond. So, congratulations again on being a rising star.

Speaker 3 [11:02] Thank you so much. Salute,

Speaker 4 [11:03] salute.