In honor of Women’s History Month, we’re celebrating the stories of the amazing women in small business that are conquering male-dominated industries and working to #breakthebias.
Name: Jessica Fierro
Location: Colorado Springs, CO
Business: Atrevida Beer Co.
Atrevida Beer Co. is a small, independent craft beer brewery where all beer is made on-site!
I realized that there was a big gap in the craft beer industry, both in the representation of BIPOC and women—both of which I am. I wanted to be a part of the change!
My love of craft beer began during our military travels. My husband is a veteran officer of the U.S. Army. As part of our travels, we were assigned to Heidelberg, Germany. We ended up living there for about six years. This is where I learned how to drink beer. I was able to join a brewery tour in a local brewery in Plankstadt where they showed us, grain-to-glass, what the brewing and fermentation process looked like. From that moment forward I was obsessed.
In 2007 we received our orders for Ft. Carson, Colorado. Serendipitously, we landed in the “Napa Valley of beers.” I quickly aligned myself with women in the industry and started asking local brewery owners for opportunities to brew and learn from them. I ended up interning at a local brewery for about a year. All the while I was homebrewing and building out my own recipes. I continued to homebrew and create opportunities for growth over the next 10 years.
In 2017, I ended up on a TV show (by pure accident!) as a contestant on Beerland. One person with the best beer was selected from five states. I won for the state of Colorado. All finalists were then flown out to California where we competed for three days. On the final day, we went up against three professional judges and a brewery filled with local patrons who were critiquing our beer. I am proud to say that I was the only Latina woman solo brewer, and I WON! A year later, I purchased my brewery with the name Atrevida Beer Company, which translates from Spanish to mean “a woman that is bold, daring, and fearless.” My tagline and company motto is posted predominantly above my front door as you enter my brewery: “Diversity, it’s on Tap!”
My biggest lesson was that I cannot do it all on my own and still give everything 100%. My team is my backbone! It truly does take a village. Learning to ask for help is imperative.
You become a jack-of-all-trades and wear many hats you never thought you would have to wear, all in an effort to cut costs and remain competitive. I have worked on broken machinery and parts that I never thought I would even begin to be successful at repairing, but I was!
For me, it was definitely on the business tax and reports side—how to interpret them, how to file them, and when to file them. I’m a bit of a control freak, so I took business courses to help me understand. I did have an accountant, but it was important to me to be able to understand every transaction between my business and them. Education is key and should always be ongoing!
I have an enormous sense of pride when I think about my business. That doesn’t mean I run it flawlessly, but I run it to the best of my ability and truly give it 100%. I have great days and really trying days, but I will always push forward and stop at nothing. There is no time or room for defeat. I strongly believe in what we are doing as a company and who we do it for. I have worked extremely hard and continue to do so despite any obstacles I may encounter along the way. Not one thing has been handed to me. This is the source of my pride.
There are many challenges for business owners. As soon as one is solved, the next challenge is already rearing its head. The biggest challenge that none of us saw coming was the pandemic. I was determined not to lay off any of my employees. I really had to think outside the box and get creative to generate revenue and keep my business going. We did exactly that. We survived 2020 with zero layoffs! Unfortunately, we are all still feeling the aftereffects of the pandemic due to the increase in costs, difficulty in sourcing materials, and recovering from past debts. It’s a work in progress, but as long as there is progress we are on the right track!
I’m blessed to have many proud moments. However, one that comes to mind immediately is our contribution to the Fannie Mae Duncan steering committee. They were raising funds to honor her legacy with a statue. We created a tribute beer to Fannie Mae called “Everybody’s Welcome,” inspired by the famous sign that she posted in the window of the Cotton Club. All of the proceeds we raised went directly back to the steering committee to help fund the statue. At the reveal of the beautiful statue, we saw our brewery name inscribed on one of the stones. It was an amazing surprise! This definitely qualifies as one of my proudest moments, and Everybody’s Welcome is still served at Atrevida today!
I always have my eyes and ears open for potential opportunities. At this time, we have a few things we are working on. My Mexican heritage won’t let me speak of them until they’re confirmed (superstitions run deep!). But stay tuned, I can confidently say that big things are coming!
The ugly truth is that the odds are already stacked against us as women, BIPOC, and LGBTQ+ people who strive to be leaders. In my experience, it began from the moment I tried to source funding to start my business. Later, people said I was “playing the Latina card” to receive the same grants during the pandemic that everyone else in my local industry had already received. It’s ongoing. Building the strength to drive through the “no’s” is essential. Knowing how to communicate (in a professional manner) that you are not going to sit back quietly is definitely a skill worth acquiring!
The good news is there has been progress in diversity, equity, and inclusion. The bad news is there is still a lot to be done. One of the main reasons I decided to open my own brewery was because I didn’t want to deal with the sexism, harassment, and biases that can come with working under someone else. This is not the case in all breweries, but I and many of my female and BIPOC peers have experienced it in some form. So, as scary as it was, I decided to start my own business. I wanted to provide a safe space where women can be recognized and respected for their skillset.
DO IT! Don’t wait for anyone to give you permission. Work hard at it, then work harder! You will succeed.
First and foremost, set yourself up for success. Do your homework in regards to your industry. Align yourself with like-minded people who have found success in your industry. Get a mentor. Get five mentors! I had many mentors, all of which offered a different perspective on the industry and what it looks like to be a business owner. Know how to communicate and not react. Learn how to deliver your message or react to someone's snide comments in a powerful way. Finally, always remember your “why.”
My family and close friends will always be a driving force. They are my biggest fans and my circle of support. They keep me grounded and offer advice to give me a better perspective.
Music is also a huge part of who I am. This is proof of how powerful words can be. I can listen to a selection of songs and literally feel like I just went to therapy.
That being said, my biggest sources of inspiration are my mom, my daughter, my son, and my husband! Without them in my life pushing me to do bigger and better things I could easily have taken the easy route. I know they are watching me, and while I don’t feel the need to prove anything to them, I do feel the need to make them proud!
Collaborate! As a brewery, I work with women-owned businesses both for-profit and non-profit through fundraising and promotion.
Uplift! If you know a woman that is setting her sights on opening her own business, encourage her. Offer to help. Offer resources you have on hand. Or simply offer her a safe space to vent. Believe me, she is going to need that.
Support each other’s businesses! You have spending power. You get to choose where you spend your money. Spend it where it can make a difference.
One that will always be at the top of my list is “Ovarios” by Jenni Rivera, one of my favorite Mexican American singers. Ovarios translates to ovaries. The song is all about the strength of women. It reminds me how powerful I really am and to never relinquish my power to anyone who does not serve the purpose of my mission.
To learn more about Atrevida Beer Co. and to support the business, visit their website or check them out on Instagram.
Call Sales: 1-877-683-3280
