Wicked Weed Brewing Announces Hurricane Hero as Winner of “You Deserve An Upgrade” Contest

$10,000-valued prize to help Asheville local rebuild art studio following Helene, with the official announcement to take place on National IPA Day

ASHEVILLE, N.C. (August 7, 2025) — Wicked Weed Brewing is excited to reveal that local artist Matthew Decker has been selected as the grand prize winner of its inaugural “You Deserve An Upgrade” Contest — a community-driven campaign to recognize and reward individuals who go above and beyond for others. Decker will receive an upgrade prize valued at $10,000 for equipment and supplies to help him to rebuild his art studio post Hurricane Helene.

The official announcement was made Thursday, August 7, on National IPA Day, at Wicked Weed’s Brewpub located at 91 Biltmore Ave. in Asheville, NC. The festivities will continue on Saturday, August 9, with a full “Upgrade Your IPA” celebration at the same location featuring beer specials, live music from Payton Smith, vendors, and more.

Selected from hundreds of nominations submitted from eighteen states, Decker’s story reflects the kind of generosity and perseverance that inspired this campaign. His studio was located in Asheville’s River Arts District, which was flooded and destroyed by Helene in late September 2024. He lost his studio, thousands of dollars of equipment and original art.

With nearly a dozen entries highlighting his service to the community, one nominator wrote that he is “a talented young artist who lost his ability to generate revenue since his studio was destroyed. We would love to see him catch a break.” Another testimonial noted, “His artistic touch brings so much joy to the world and people’s lives. Since the storm, he has been working endlessly out of his home to continue his mission to bring joy into the world.”

Other nomination statements about Decker’s commitment to his community included:

?      “Matt and his neighbors worked tirelessly for weeks to clear roads after Helene then helped fellow artists in the River District to salvage anything usable from their studios.”

?      “After the flood, he was selling hats to raise money for local wildlife conservation efforts and helped people clean and find their missing belongings. He is an amazing artist who has a big heart for people and his community.”

?      “[Matt] has been raising money to donate to local groups cleaning rivers and saving the hellbenders [wildlife]. He is the leader of a community garden in downtown Asheville and has been tending it to produce flowers and food for the community.”

Ryan Guthy, co-founder of Wicked Weed Brewing, said, “We created this contest to celebrate the people who pour into others and rarely ask for anything in return. Our local community is still feeling the impacts of Helene, so we’re incredibly proud to help Matthew on his individual journey to rebuild.”

The “You Deserve An Upgrade” Contest, inspired by Wicked Weed’s flagship Pernicious IPA and its rallying cry to “Upgrade Your IPA,” invited nominations for individuals in need of meaningful support, from rebuilding homes and businesses to personal goals and once-in-a-lifetime experiences. The contest is a reflection of Wicked Weed’s ongoing mission to ‘craft different to create experiences that unite people and enrich communities.’

To follow Matthew’s journey and see highlights from the Upgrade Your IPA event, follow @WickedWeedBrewing on social media.

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About Wicked Weed Brewing 

Wicked Weed Brewing is an award-winning brewery based in Asheville, North Carolina. Since opening in 2012, the brewery has grown into a regional powerhouse with a 50-barrel production facility, an innovative sour beer program, and three dynamic retail locations. Its Pernicious brand family remains the top-growing craft beer in the Southeast and is among the fastest-growing IPAs in the nation. Learn more at WickedWeedBrewing.com or follow along @wickedweedbrewing.