DENVER — The sound of Memphis found its way here Friday night, when Southern Avenue brought soulful energy to the 2025 Great American Beer Festival.
This year marks the first time GABF has featured live music as part of the main festival experience.
The new Mile High Stage debuted Thursday night with Aiko, featuring Bill Nershi and Jason Hann of The String Cheese Incident, and continued Friday with Memphis band Southern Avenue as the weekend’s featured headliner.
“We’re aware that people didn’t come here to listen to music — they came to celebrate beer,” guitarist Ori Naftaly told Memphis Beer Blog before taking the stage. “But that doesn’t change what we play and how we play.”
Added lead singer Tierinii Jackson: “Every party is a party.”
Southern Avenue’s set filled the Colorado Convention Center with the unmistakable rhythm of Memphis — their blend of soul, R&B and blues, adding a distinctly Memphis vibe to the country’s largest craft beer event.
The Memphis Sound, everywhere they go
Southern Avenue, named for the Memphis street that runs from Soulsville to East Memphis, has built a reputation as one of the Bluff City’s hardest-working touring acts, averaging close to 200 shows a year.
The group was nominated for a Grammy for their 2019 record “Keep On.”
For Southern Avenue, the “Memphis sound” isn’t a style they imitate — it’s part of who they are.
“Really, we’re just Memphis,” Tierinii said.
“It’s not intentional — it’s who we are. We didn’t realize how special the sound was until we started touring the world. Then it clicked.”
Drummer Tikyra Jackson expanded on that idea.
“Memphis music is a pace. It’s a state of being. It’s like when you come to the city of Memphis, you can’t rush nobody— you gotta fall in line.
“I feel like Memphis music is the same way — we don’t tell it too fast, we don’t tell it too slow. We tell it just how we are.”
A toast to Memphis — and ginger beer
Admittedly, the band doesn’t drink much beer.
But Southern Avenue has performed at brewey taprooms across Memphis, from Ghost River Brewing to Crosstown Brewing.
However, if Southern Avenue ever brewed a collaboration with a local brewery, they’ve got an idea.
“A ginger beer,” Tierinii said. “We take ginger shots before every show, so it makes sense. It’d be something flavorful that pairs with food and works year-round.”
Ori added: “Maybe make it nonalcoholic for our bass player — he loves NA beer.”
A cherry on top of GABF
By the end of their set, Southern Avenue had turned a new GABF feature into a Memphis moment.
“I hope people go home talking about the beer and the band,” Tierinii said. “I hope we’re the cherry on top of their day.”
Tierinii summed up the night, but Tikyra had the final word.
“We love Memphis!” she said.
“God is good, beer is great, and people are crazy.”