New Highland Brewing Beer Supports Hospitality Workers in WNC

For a year, Highland Brewing consternated on the same questions. Why do customers choose Highland? What does a Highland beer say about them? What does it say to them? “After more meetings than I care to count, conversations with staff, guests, and grocery shoppers, and a storm that ruined lives and raised our consciousness, we knew,” said Leah Wong Ashburn, CEO. “Highland drinkers have a Thirst for Good – a high-quality beer, made in a place they care about, by a company that makes values-based decisions and adds to the community.”    

Asheville’s first brewery since Prohibition is also NC’s largest native brewery that is also family owned. The local brewing industry started with Highland and metro-area breweries now have almost $1 billion economic impact in the city. Highland has deep relationships with community partners and regularly helps host non-profit events. It is recognized for sustainability with their 1,045 solar panels, repurposed shipping containers, and care for the land and water on their 40-acre property. The more recently developed disc golf course and five sand volleyball courts add activity to an already welcoming and spacious taproom, meadow, dual wedding venues and rooftop. Guests can hear free live music several times a week.  

Condensing these efforts and the countless conversations eventually led to Thirst for Good. “It’s a new brand badge that embodies who we are and what we stand for, and most importantly, how our customers feel about us,” said Nikki Mitchell, Vice President of Brand Development.  

It has a dual meaning.  

Thirst, for a beer. Thirst, an instinctual need. 

Good, as in good quality, beneficial. For good as in, always.    

Thirst for Good takes a new shape in February 2025. The brand badge is reflected in a draft-only release of a new beer, Highland Haze, a juicy 7.4% hazy IPA with tropical notes and a giving spirit. During the launch, each keg sold triggers a Highland contribution to the NC Hospitality Workers Relief Fund, earmarked for Western NC, with a goal of $10,000. In Highland’s home market, Skyland Distributing, is matching each Highland dollar. Support has poured in from Highland’s out of market partners and retailers. With this fund, 100% of contributions from Highland Haze will go to hospitality workers in Western NC. Ashburn added, “It’s an example of our Thirst for Good, and we’re always looking for more.”  

Raise a toast with Highland Haze, and to Thirst for Good. 

MEDIA CONTACT 

Highland Brewing | Marissa Burns | Destination Marketing Manager 

About Highland Brewing 

Highland Brewing was founded in 1994 by retired engineer and entrepreneur Oscar Wong, establishing it as the pioneer of Asheville, NC’s now booming craft beer industry. Proudly regional, Highland’s beers are distributed in North Carolina, South Carolina, Tennessee, and Georgia. Highland is committed to quality and sustainability, boasting the third largest solar array in an American craft brewery. Today, the company is led by Wong’s daughter, Leah Wong Ashburn, and serves as the largest family-owned brewery native to the Southeast. Located in a rehabilitated manufacturing facility on a hilltop, the brewery affords space for thousands of visitors to enjoy limited release beers, tours, and live music. In addition, the Event Center, Rooftop and Barrel Room are available for private events. 

NC Hospitality Workers Relief Fund 

NCRLA Foundation 

PO Box 896713

Charlotte, NC 28289-6713