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 that sustain us. 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.
Introducing Highland Haze
Thirst for Good comes to life in Highland Haze, a vibrant and juicy 7.4% hazy IPA with tropical notes and a giving spirit. Each keg of Highland Haze sold triggers a Highland contribution to the NC Hospitality Workers Relief Fund, earmarked for WNC, with a goal of $10,000.
Many distributors and retail partners across our four state region are are stepping up to lend their support, and every single dollar contributed from Highland Haze will go straight into the hands of those who need it most.
CEO Leah Wong Ashburn beautifully captures the essence of this initiative, saying, “It’s an example of our Thirst for Good, and we’re always looking for more.”
About the NC Hospitality Workers Relief Fund
In order to support the workers in the industry, the NC Restaurant & Lodging Association (NCRLA) Foundation has created the NC Hospitality Workers Relief Fund to administer relief for extraordinary hardship and adversity including but not limited to: lack of access to housing institutions or structures, major health conditions and cost of extraordinary health care, and general decline in the standard of living due to unemployment, underemployment, or other lack of economic opportunities.