• Spotlight: The Double Life of Chris Webb Parsons
  • What I've Learned: Sonnie Trotter
  • What I've Learned: Mark Udall
  • Reinhold Messner: What I've Learned
  • Listening for the Echo: The Klem Loskot Profile
  • Layton Kor Dies
  • Climbers We Lost In 2012
  • Life on Hold: The Ian Powell Story
  • Rope Jumping with Dan Osman
  • Mike Foley: Never Enough
  • Hayden Kennedy: Superballistic
  • Naomi Guy: What I've Learned
  • Dave Macleod: What I've Learned
  • Thomas Bubendorfer: Eiger Legend Back in the Game
  • Q&A: V15 Maestro Nacho Sanchez Unleashed
  • Francesca Metcalf: Meant to Compete
  • Maurice Herzog Dies
  • Kurt Albert: Free Wheel
  • Mason Earle: Crack Ropegun
  • Mayan Smith-Gobat: Climber for all Seasons
  • John Long: What I've Learned
  • Nik Berry: Obsessive Crusher
  • TNB: Tony Scott, Climber, Movie Maker, Lived and Died Large
  • Who's Next?
  • Todd Skinner: The Renegade
  • Tom Patey: The Tiger of Yesterday
  • Patxi Usobiaga: The Bionic Man
  • Michael Reardon
  • Max Turgeon and Louis-Philippe Ménard: Alpinists and Ice Climbers
  • Kurt Albert: The Climber Who Invented Redpointing
  • Josh Wharton: The Alpinist
  • John Rosholt: Climber and Gambler Disappears in Las Vegas
  • The Stonemasters Climb at Pirates Cove
  • John Bachar's Last Interview
  • John Bachar Remembers Michael Reardon
  • John Bachar by Henry Barber
  • John Bachar Remembered by Duane Raleigh
  • John Bachar by Doug Robinson
  • John Bachar and the Bachar-Yerian First Ascent
  • Colin Kirkus: Climbing's Greatest Unknown
  • Alex Puccio
  • John Long: A Man for All Seasons
  • Galen Rowell: The Vertical World
  • The Prophet
  • The Guy Whose Nuts Revolutionized Climbing: R.P.
  • Randy Leavitt
  • Brian Kim Spotlight
  • Rob Raker
  • Ueli Steck
  • Kemple and Lindner Almost Free El Nino
  • Crack Attack
  • Climbing World Mourns Todd Skinner
  • Ammon McKneely
  • A Tour of Magic and Mystery
  • Tanja Grmovsek
  • Rob Miller
  • Climber Hugh Herr Honored by Esquire Magazine
  • Climber Eric Brand Dies
  • Chuck Fryberger, Climber and Filmmaker
  • Chris Schulte Profile
  • Beth Rodden
  • Joe Kinder
  • Hazel Findlay
  • To the BASE Layer
  • Pete Ward
  • Mad Max
  • Chris Boskoff
  • Bradford Washburn
  • Revenge of the Nerd
  • Chris Lindner
  • Renan Ozturk
  • One-Track Mind
  • Tim Clifford: Escaping the Quantum Hole
  • Traveling Light
  • Colette McInerney
  • The Banner Years
  • Pakistan: The Big and Free
  • MAD DASH
  • Kris Hampton
  • KEEPING THE FAITH
  • Jules Cho
  • Extreme Eleven and Beyond
  • Bob Bates, 96, Takes His Final Journey
  • Jody Hansen
  • Home Girl
  • An Encounter with Fred
  • The Average Hero Sir Edmund Hillary, 88
  • More Than One Trick
  • Dave Graham
  • Red River Sugar Mama
  • Phillip Schaal
  • An Advanced Beginner
  • The Last Samurai:
  • THE BERMANATOR
  • Sonnie in Scotland
  • Offwidth Hombre
  • Moonlight Solo-Nata
  • Jasmin Caton
  • Crag Clown
  • Unlikely Candidate
  • Lone Star
  • The Calculator: Alex Kordick
  • Rise of the Machines
  • Dave Waggoner 1955-2009
  • Blood Spider
  • The Original Desert Rat: Kyle Copeland | 51
  • J-Star
  • Italian Legend: Lino lacedelli | 83
  • Cold Justice Paul Cormier
  • The Suffer King
  • The Need for Speed
  • Nick Martino Gives All
  • G-Money
  • Climbing Out of Academic Trouble
  • Charles Houston, 96
  • Bobby Model, 36
  • "Open Bivy" Willy
  • To the Rescue
  • The Genius
  • The Gamer
  • Shock Rock
  • Ryan Triplett | 31
  • John Bachar and the Cosmic Surfboard
  • Hand Crafted
  • Return of the Verm
  • Amped
  • Regime Change
  • Man vs. Snake
  • Living Legend
  • Layton Kor honored by AAC
  • Cold Justice
  • Cowboy Anguish
  • The Rock Jester
  • Mixed Rehab
  • Laura Fletcher
  • Bill Stall
  • Benjamin Strohmeier
  • Joe Six-Pack
  • Freedom Path
  • Manboy
  • Up and Down
  • The Duelist
  • A for Achiever
  • Paul A. Duval
  • Kelly S. Bell
  • Close But No Cigar
  •  
    Video Spotlight
    Red River Gorge - Spring 2012
    Red River Gorge - Spring 2012

    Joe Six-Pack

    04-Dec-2009
    By

    keith

    In some ways, Adam Avery is your typical Everyman. The Boulder-based brewmaster works a fulltime job at his Colorado microbrewery, relegating him to weekend-warrior status. Saturday morning he drives three hours out to Rifle Mountain Park to project 5.12s on which less-employed climbers warm up.

    Avery is far from your average Joe Six-Pack, however. Though he may only climb 5.12, he is a solid 5.14 brewmaster. Avery is the president and, with his father, co-owner of Avery Brewing, which produces an award-winning range of big, bold, full-flavored English- and Belgian-style ales. Last year, Avery Brewing had its biggest year yet, taking in $5 million in sales, and producing 17,000 barrels (approximately 5.6 million bottles) of beer. The 15-year-old company wasn’t always so successful, however.

    “I didn’t want to make another American-style ale, just because that was what most people were used to drinking,” says Avery. “We weren’t making money and so I just said, ‘Screw it, if we’re going down anyway, I’m going to make the kind of beers I want to drink because then, you know, at least I’ll have something.’”

    Avery introduced Colorado to its first India Pale Ale (IPA) in 1996—a time when only a couple of breweries in California were producing this hoppy ale. Then, in 1998, the company’s fifth year, Avery produced a beer called Hog’s Heaven, which many have called “before its time.” Super hoppy and with a high alcohol content, Hog’s Heaven was so unique that word spread in brewer circles, and Avery Brewing officially launched onto the national scene. Avery remains sentimental over Hog’s Heaven, which is why he chose to launch it out of his glass in this portrait. We went through about 12 22-ounce bottles of it to get this shot (not all of it was spilled).

    Avery, 42 and originally from the flatlands of Decatur, Illinois, started climbing 23 years ago. He says his favorite climbing area is the Red River Gorge because of its “steep, crimpy, juggy and mindless climbing, where even dolts such as myself can climb.”

    Most weekends Avery frequents Rifle, which he has been visiting since 1991.

    “The fact that I can walk through that canyon and drink beer all day, for me, is the best thing. It’s the most beautiful place—you lose perspective on that. The creek running through it. It’s perfect.”

    Avery is also known to many climbers for his Redpoint Ale and for his generosity in sponsoring climber slideshows with kegs, and climbers in general with beer. But, in addition to “sponsoring” climbers, such as those “elite climbing drinkers” on “Team Avery,” Avery Brewing has an annual summer party that raises over $5,000 for women’s shelters, the Humane Society and the YMCA Strong Kids program. Avery still has goals on the rock.

    “I would like to try and climb hard. I’ve never climbed 5.13, and that’s something I’d like to do, though it would take a lot of effort. Really, the main goal is always to have more fun.” nIn some ways, Adam Avery is your typical Everyman. The Boulder-based brewmaster works a fulltime job at his Colorado microbrewery, relegating him to weekend-warrior status. Saturday morning he drives three hours out to Rifle Mountain Park to project 5.12s on which less-employed climbers warm up.

    Avery is far from your average Joe Six-Pack, however. Though he may only climb 5.12, he is a solid 5.14 brewmaster. Avery is the president and, with his father, co-owner of Avery Brewing, which produces an award-winning range of big, bold, full-flavored English- and Belgian-style ales. Last year, Avery Brewing had its biggest year yet, taking in $5 million in sales, and producing 17,000 barrels (approximately 5.6 million bottles) of beer. The 15-year-old company wasn’t always so successful, however.

    “I didn’t want to make another American-style ale, just because that was what most people were used to drinking,” says Avery. “We weren’t making money and so I just said, ‘Screw it, if we’re going down anyway, I’m going to make the kind of beers I want to drink because then, you know, at least I’ll have something.’”

    Avery introduced Colorado to its first India Pale Ale (IPA) in 1996—a time when only a couple of breweries in California were producing this hoppy ale. Then, in 1998, the company’s fifth year, Avery produced a beer called Hog’s Heaven, which many have called “before its time.” Super hoppy and with a high alcohol content, Hog’s Heaven was so unique that word spread in brewer circles, and Avery Brewing officially launched onto the national scene. Avery remains sentimental over Hog’s Heaven, which is why he chose to launch it out of his glass in this portrait. We went through about 12 22-ounce bottles of it to get this shot (not all of it was spilled).

    Avery, 42 and originally from the flatlands of Decatur, Illinois, started climbing 23 years ago. He says his favorite climbing area is the Red River Gorge because of its “steep, crimpy, juggy and mindless climbing, where even dolts such as myself can climb.”

    Most weekends Avery frequents Rifle, which he has been visiting since 1991.

    “The fact that I can walk through that canyon and drink beer all day, for me, is the best thing. It’s the most beautiful place—you lose perspective on that. The creek running through it. It’s perfect.”

    Avery is also known to many climbers for his Redpoint Ale and for his generosity in sponsoring climber slideshows with kegs, and climbers in general with beer. But, in addition to “sponsoring” climbers, such as those “elite climbing drinkers” on “Team Avery,” Avery Brewing has an annual summer party that raises over $5,000 for women’s shelters, the Humane Society and the YMCA Strong Kids program. Avery still has goals on the rock.

    “I would like to try and climb hard. I’ve never climbed 5.13, and that’s something I’d like to do, though it would take a lot of effort. Really, the main goal is always to have more fun.”

    Reader's Commentary:

    Don't want to use Facebook, but still want to comment? We have you covered:

    Add Your Comments to this article:
    Hello