Highland Brewing Leans into Legacy and Experiences in Strong First Half of 2026

Asheville’s original craft brewery, Highland Brewing, is going strong in 2026. Its success in the first half of 2026 can be attributed to a brand refresh for its flagship Gaelic Amber Ale, a focus on high-performing beers like Highland Haze IPA and Daycation IPA, and an expanded experiential approach to taproom business while on-premise remains positive.

In March, Highland introduced a brand refresh for Gaelic Amber Ale. To the delight of long-time fans, the iconic beer’s new look reintroduced Scotty, the beloved character who first appeared in Highland Brewing’s logo in 1994. All Gaelic Amber Ale package formats (6-pack bottles and cans, and 12-pack cans) are up in off-premise velocity YOY and driving new points of distribution.

It’s no secret that IPA is a sought-after style. To round out its year-round lineup, Highland Haze IPA was introduced as a core offering last year and is now the brewery’s #3-selling 6-pack by volume, ahead of spring resets. Crafted with Citra Incognito, Krush, and Mosaic hops, Highland Haze IPA is bursting with a luscious blend of juicy citrus, ripe mango, and pineapple flavors. Highland Haze is available on draft, in 6-packs of 12 oz. cans, and in 19.2 oz. cans.

Daycation is another top-selling IPA for Highland Brewing in 2026. This lively, light-bodied session IPA has received a value-conscious rebrand and 12-pack focus at retail.

Additionally, big things are happening on-site at Highland Brewery’s sprawling 40-acre property. An indoor climbing wall via Cultivate Climbing and a Black Dome Outfitters gear shop are currently under construction—perfect additions for outdoor enthusiasts visiting the nearby Blue Ridge Mountains.

“We’re doing great on-site, so we’re investing in what’s already working in order to keep the momentum going. Our goal is to create unique experiences for locals and visitors to Beer City USA alike,” said second-generation owner of Highland Brewing, Leah Wong.

Visitors can also enjoy the new Highland Heritage Tour and Tasting, a can’t-miss experience for any craft beer lover visiting Beer City USA. The Heritage Tour and Tasting brings Asheville’s craft beer origin story to life with a guided tour behind the scenes through Highland Brewing’s brewhouse, pilot room, taproom, meadow, packaging hall, and recreation areas across the brewery’s scenic 40-acre hilltop campus, which is home to a disc golf course, sand volleyball courts, and two vibrant murals by local artist Gus Cutty.

As Highland Brewing evolves, the brewery continues to be guided by a Thirst for Good, a triple-pronged approach that reflects the brewery’s foundational pursuit of Good Flavor, Good Future, and Good Feels. Thirst For Good perpetuates the community-based values of founder Oscar Wong.

“We want every guest to walk away with Good Feels, and we’re confident that new additions to our campus will wow visitors more than ever in the second half of the year. Plus, fans can expect even more Good Flavor, with a brand new offering hitting our lineup soon!” said Leah Wong.