It's Time to Talk about Race at Work

CHAPTER 11How to Build Business Relationships with People Different Than You

The beer industry is huge in Colorado; there are more than 400 independent craft breweries throughout the state. While each has its own personality and vibe, and the beers they brew are their own recipes and flavors, there is one thing that almost all of them have in common: they are owned by White men. Beer brewing is one of those industries that attracts a lot of men to it and most of those men happen to be White. In fact, there's even a good-natured joke about it: “Craft brewing—the hobby for straight, White men.” But Atrevida Beer Co. in Colorado Springs is breaking that mold and stereotype.

Atrevida bills itself as a “female-forward, Latin-inspired brewery.” The company is owned and run by married couple Jess and Rich Fierro. Jess is Colorado's first female and Latina brewery owner and head brewer. She's won numerous awards for her business and her beer, and she was the winner on Season 1 of Beerland. Jess really, really knows beer. She also knows what it's like to be a minority in her industry. In fact, Jess is a “double minority”: she's a woman and she's Hispanic. There aren't many women who are brewers, and Jess and Rich don't know of a single other Latina who brews professionally. Their Mexican heritage, traditions, flavors, and foods inspire many of the beer recipes that Jess creates.

They've created a unique niche for themselves in a very crowded business space. New breweries open every ...