Avery Brewing Company

Four words are emblazoned on every case of six-packs from the Avery Brewing Company: “Small Brewery, Big Beer.”

With all the accolades for this once small brewery (800 barrels were brewed in 1994 and 10,000 barrels produced in 2006) Avery can add four more words to their motto: “Increasing Sales, Increasing Appreciation.”

Since Avery’s introduction to the Minnesota marketplace in 2006, The Cellars Wines & Spirits’ Plymouth location alone has sold nearly 90 cases between 19 Avery varieties. Quite a respectable volume considering there is virtually no marketing support for the brand in the state.

Avery’s word-of-mouth advertising success reinforces critic’s plaudits. The mainstream print media, as well as online beer-enthusiast sites often laud the Boulder brewery’s efforts.

Both ratebeer.com and beeradvocate.com have rated Avery among the top 50 best breweries in the USA. Avery IPA (the most popular Avery brand) is often listed on “Must Taste” lists, such as one found at allaboutbeer.com.

And in 2004, Men’s Health magazine named Avery “The Reverend,” a 10% alcohol Belgian-style quadruple ale, their No. 8 beer in the nation.

Why the praise? Why the popularity? Avery brewers believe the popularity has driven the praise, because they have seized upon a niche.

In an interview with Boulder-based newspaper The Daily Camera, Head Brewer Steve Breezley explained the strategy to Avery’s success, “We try to differentiate ourselves by making styles that other breweries won’t make. We use a more aggressive brewing style that really makes our beers stand out.”

Avery beers are unique due to their hoppy, full-bodied, high-alcohol Belgian- and English-style brews. Employees at Avery are proud of the fact that little expense is spared in crafting their beers. It’s always the best specialty malts, imported hops and Belgian candy sugars used in their brewing process.

“We’re brewing more specialized styles that may not be as marketable to the masses, but more to the beer connoisseur,” said Breezley.

Current Avery releases now on sale at most Cellars Wines & Spirits locations include New World IPA, Ellie’s Brown Ale, 14er ESB, Out of Bounds Stout, White Rascal White Ale, the Reverend (Quadruple), Salvation (Triple), and Hog Heaven Barleywine.

Spring 2008 will see the release of The Maharajah, an Imperial India Pale Ale, rounding out the Dictator Series with The Czar (Russian Imperial Stout) and The Kaiser (Imperial Oktoberfest Lager).