Meet Jessica Fierro | Owner & Head Brewer at Atrevida Beer Company

We had the good fortune of connecting with Jessica Fierro and we’ve shared our conversation below.

Hi Jessica, can you tell us about an impactful book you’ve read and why you liked it or what impact it had on you?
In my pursuit to own my own brewery I read many business books. Beer related, how to grow your business and marketing. Hands down the book I took the most from was Brewery Operations Manual by Tom Hennessy. This book was a sort of bible for me. I found myself constantly referring back to it for resources, ideas and ways to save money when opening a brewery. It covers everything from how to break down your cost, the pros and cons of investors to building your team! I would recommend this book to anyone who is even entertaining the thought of opening their own establishment! You can do it!

How does your business help the community of world?
Let’s start with the name of my business: Atrevida Beer Co. Atrevida means a woman that is bold, daring and fearless. I am a woman, a Latina, head brewer and owner of my business, ” Diversity, it’s on tap!” is my company motto, which is predominantly placed above the entry to my brewery. I operate a woman forward business where I encourage, educate and advocate for woman in a white male dominated industry of craft beer. Within two months of purchasing and opening my business I reached out to Pink Boots Society, to start and head the first chapter in Colorado Springs. Pink Boots Society is a global non-profit organization whose mission it is to encourage, assist and inspire woman professionals in the beer industry to advance their careers through education. Atrevida is the only craft beer brewery that has physically participated in LGBTQAI+ parades in Colorado Springs. My menu speaks to diversity and inclusion with beers like Dolores Huerta Mexican Lager, Juneteenth Cream Ale (an ode to the big red soda), Christopher St (an ode to the LGBTQIA+ community), all of which create a healthy dialogue between server and guest making it more than just about beer.. We also consistently make it a point to give back to our local community through charity driven beers. These are a few ways that I try to show social impact in my community and industry. The goal is give a voice, platform, and safe space to under represented people within our community. To give opportunity to those who otherwise would not be given the opportunity based on gender, age, sexuality, looks, or ethnicity etc.

Please tell us more about your business. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
Atrevida Beer Company is challenging the standard definition of craft beer. We are a female forward Latin inspired brewery bringing new flavors to the market. Designing and producing beers that entice the craft beer drinker and non-beer drinker alike, with combinations ranging from a Fresas Con Crema cream ale on nitro to Nana Neta a Belgian tripel with tamarindo. Owners, Rich and Jess Fierro, are both Latino’s and a Veteran family. Rich is a former 15-year Army officer with 4 combat tours and Jess was formerly a Cosmetologist and Barber by trade. Atrevida is more than a brewery and small business, Jess and Rich have a vision to bring community together. The company motto is “Diversity, it’s on tap!” and we live by this mantra! Diversity, it’s on tap, is lit up on the store front marquee and prominently displayed on all our merchandise. We are proud of our diversity. Jess also sits on the board for the Hispanic Business Council and Chairs the Colorado Springs Chapter of the Pink Boots Society. We have participated in numerous fundraisers and events with: The El Paso County Justice Center, Black and Latino Leadership Coalition, Peak Parent, Care and Share, Air Force 21st Space Wing Booster Club, Realm of Caring, UCCS, and TESSA to name a few. Atrevida Beer Co. has lived by our motto and will continue to bring diversity to the forefront. We believe there is an undeserved market of craft beer drinkers that want to participate in this beer culture. We believe diversity is about inclusion, not exclusion and Atrevida Beer Co is demonstrating diversity in everything it does. We have stayed true to who we are as a company and it has not come easy, but no one ever says it’s gonna be easy! To say we are proud of our accomplishments to date is an understatement. We are elated to see how far we have come in 2 1/2 short years and absolutely looking forward to our future as a company!

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I would first of show off the wonderful craft beer breweries and distilleries we have in Colorado Springs! If we visit a couple per day that should take up a week! In Colorado Springs I would take them to Garden of the Gods, Pikes Peak, Manitou Springs, Seven Falls , cave of the winds, Broadmoor Golf course and hiking for sure! For Food, I would take them to PigLatin Cocina, Basil & Barley Pizzeria, Four brother Luck, Sandy’s Restarurant, Edelweiss Restaurant, Havana Grill, Paravacinis ,and our amazing local food truck scene, to name a few! So many very cool cocktail bars as well!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost I have to give a huge shoutout to my family! My husband, daughter and son who have encouraged and supported me through this crazy journey! My mom and my sisters who are my biggest fans and thankfully my biggest critics! My family and friends who have rooted me on since day one to date! A big shoutout to Pink Boots Society who assisted in aligning me with women in the industry that I have had the honor of learning from! For providing me the tools and resources to gain all the knowledge that I so desired! A shoutout to all the brewery owners who would let me pick their brains and guest brew as a home brewer to gain experience. a shoutout to Meg Gill, owner of Golden Road Brewing, and Viceland who hosted the show: Beerland. Where I was deemed as winner of season one. This show truly served as a catalyst pushing me forward and giving me the confidence in owning my own brewery! A very special shoutout, again, to my husband and daughter who are my absolute right hand in my business! They give all their energy everyday to further grow the success of Atrevida Beer Company. It’s my dream but you would never know that based on their efforts! Last, but certainly not least, my beer family. My Atrevida team who work tirelessly and truly believe in me and us as a company!

Website: www.atrevidabeerco.com
Instagram: atrevidabeerco
Facebook: Atrevida Beer Co