What happens when a legacy craft brewery faces a crisis and chooses long-term strategy over short-term survival? In this edition of the podcast, Leah Wong Ashburn, President & CEO of Highland Brewing Company, breaks down how the company rebounded after Hurricane Helene and why its Thirst for Good philosophy is guiding decisions across beer, operations, and community engagement. Executive Editor Jon Sicotte goes beyond the headlines with Leah to explore what other breweries can actually apply to their own businesses: from resisting trend-chasing during recovery to evaluating whether adding experiences and partners will truly grow sales. Highland’s evolving campus will now include attractions like Cultivate Climbing and Black Dome Mountain Sports, alongside events, sports, and hospitality … but scaling a destination brewery comes with real logistical and strategic challenges.
