You Inspire Us
Our guests and customers love a high-quality beer crafted in a place they care about, by a company unapologetically committed to its values and community impact. We’re inspired by this Thirst for Good. The phrase took us over a year to discover but it captures the spirit of our fans and our company. Immediately, we knew it was right.
Thirst for Good has a dual meaning.
Thirst, for a beer. Thirst, an instinctual need.
Good, as in good quality, beneficial. For good as in, always.
This guiding principle shapes everything we do—from the beer we brew to the experiences we create for our guests.
More Than a Brewery
Highland Brewing started as Asheville’s first brewery since Prohibition and grew into North Carolina’s largest homegrown and family-owned brewery. Our 40-acre property, filled with charm and community spirit, is an experience and a destination for live music, sand volleyball, disc golf, weddings, corporate events and private parties, and more.
From the Beginning
Our founding family set the tone with their involvement and leadership at Highland and in the community. Founder Oscar Wong’s entrepreneurial spirit launched what has become a local brewing industry with nearly $1B in economic impact. His daughter Leah Wong Ashburn is CEO. She carries on the family values with empathic leadership and community involvement. Her husband, VP Brock Ashburn, brings a rich background in engineering, design and building, and protection of water and land.
Today and Tomorrow
Every pint tells a story of sustainability, from repurposed shipping containers to the solar array to care for the land and water. Every beer speaks of intention, from a collaboration brew to an exciting new ingredient. We’re proud to be woven into the fabric of the southern Appalachians and we are committed to an ongoing Thirst for Good.
Highland Haze: A Juicy IPA with a Generous Spirit
This summer, for every keg of Highland Haze sold, Highland Brewing contributed to the NC Hospitality Workers Relief Fund, supporting workers in Western North Carolina. Thanks to the incredible support of our customers, distributor partners, and retail collaborators, we didn’t just reach our $10,000 goal—we raised over $13,000. This fund, managed by the NCRLA Foundation, provides vital aid to hospitality workers facing housing insecurity, major health challenges, and economic hardship.
Together, our Thirst for Good made a real impact—one keg, one pint, one generous act at a time.
