77: Adam Avery: Laying a Foundation for the Future and Focusing on Quality and Innovation

Adam Avery of Avery Brewing has seen a lot of cycles in craft beer over his past 26 years in business, and is bullish on the future. “There’s still a lot of blue sky out there.” Still, the best he can do is react to where he is and what the market is, right now. “Who would have thought that there would be 7500 breweries. If you had told me that five years ago, would I have built this brewery? I don’t know. I can’t go back in time. My crystal ball was cloudy on that aspect.” In this conversation, he candidly discusses issues of authenticity and production in a brewing world where shared resources are on the rise, the drastically shortened reaction time to market cycles and trends, the rise of non-alcoholic and “better for you” beer, their shifting approach to barrel-aged beers, how he defines the idea of “craft” in a way that differs from some others, and more. “Your beers are alive, and they should always be changing for the better.”

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