A family-run Colorado brewery is gaining new fans and customers after one of its owners, an Army veteran, subdued a gunman who shot dead five people in a bar last week.
Atrevida Beer Co. of Colorado Springs sells merchandise and beer, including through its online store. Figures like Meena Harris, founder of media company Phenomenal and niece of Vice President Harris, and local politicians have urged Americans to buy from the brewery owned by Richard Fierro and his wife Jessica.
Last week, Fierro was with his wife and daughter at Club Q, a local LGBTQ bar, when a gunman started firing a gun. Fierro, a former artillery officer, subdued the gunner with the help of Thomas James, a sailor who was also at the bar. Fierro and James both sustained injuries during the fight.
Two of Fierro’s friends were shot multiple times, and his daughter sustained a knee injury trying to duck for cover. Her boyfriend, Raymond Green Vance, was among the dead.
Fierro served four combat missions during his 15 years of service: three in Iraq and once in Afghanistan, where he received a Combat Mission Badge and two Bronze Star medals. He retired as a major.
Since then, Fierro has received national praise, including from President Biden, who spoke with him and his wife, the White House said Tuesday.
His family brewery, founded by his wife Jessica, also attracts attention. A baseball writer urged her Twitter followers to crash the site by buying all of her merchandise. A law professor in Michigan posted photos of the t-shirts she ordered from the brewery. José Andrés, the renowned Spanish chef, urged his followers to support the Fierro family’s beer. A call to Atrevida on Tuesday evening went unanswered.
On its website, the brewery celebrates its focus on diversity – motto: “Diversity, it’s on tap!” – as well as the family’s immigrant roots and Fierro’s military service. The brewery’s name, Atrevida, is Spanish for a bold, bold, and daring woman, in a nod to Jessica, who, according to the website, is Colorado’s first Latina female brewery owner and head brewer in Colorado.
In a statement posted to social media this week, Jessica Fierro said she and her family are still processing her experiences and the loss of Vance, which she says has been part of her life since her daughter was in high school was. “We go through a lot of emotions as a family and as a brewery,” she wrote. “The loss of life and the injured are in our hearts. We are devastated and torn. We love our #lgbtq community and stand by them.”