For Asheville’s original craft brewery, Highland Brewing, 2025 was defined by challenge, change and rising to the occasion. Highland Brewing finished the year strong, with on-premise distributed beer volume up +25.4% and off-premise up +4.4% following a year of recovery after Hurricane Helene. Growth in the past year is led by flagship Gaelic Amber Ale, its core IPA lineup including Highland Haze, and the Daycation brand family. In 2026, Highland Brewing will let its Thirst for Good drive momentum as the brewery continues to invest in good flavors, good future and good feels.
Hurricane Helene Recovery
2025 was, in part, defined by Hurricane Helene recovery. After the tropical storm devastated the Asheville area in late September 2024, Highland Brewing sprang into action, helping out neighbors, becoming a staging area for supply distribution, supporting local organizations, and even hosting a herd of goats. The brewery’s efforts were recognized by then-president Joe Biden, who called them personally and hosted Highland President/CEO and Second-Generation Family Owner Leah Wong Ashburn and VP of Operations Brock Ashburn at the White House.
In 2025, the brewery released Highland Haze on draft, raising over $13,000 for affected hospitality workers. One year after Helene, Highland also released AVL Strong, an imperial version of its AVL IPA, which raised funds for small business grants.
Thirst For Good
As the Asheville area continues recovery efforts, Highland Brewing is keeping the goodness pouring through 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 Highland Brewing founder, Oscar Wong. Known as the godfather of Asheville craft beer, Wong sadly passed away on May 25, 2025, leaving an indelible mark on the Asheville community. His daughter Leah now leads the brewery as CEO.
“Charasmatic, optimistic, playful, people-centered and strong, my father Oscar Wong embedded a purpose in the brewery that only starts with beer. He wanted Highland to be integral to the community,” said Ashburn. “HIs last trip outside of home was to the brewery, which gave him so much joy for 30 years. Our brand badge Thirst For Good communicates who we are and the foundation we are building on.”
Good Flavor
With core beers distributed across North Carolina, South Carolina, Tennessee, and Georgia, Highland Brewing’s lineup is fearlessly led by its iconic flagship Gaelic Ale, the original craft beer of Asheville and the beer that started it all. This exceptionally balanced amber ale reached the #2 brand in the amber/red category across the brewery’s 4-state distribution footprint in 2025.
Daycation was the brewery’s #1 brand family last year, led by 12-pack success of both the 2025 World Beer Cup gold medalist Daycation Gold and Daycation IPA. In 2025, Highland’s distribution growth was anchored by the success of its fan-favorite IPAs. AVL IPA continues to be the brand’s top-selling brand at retail across Western North Carolina.
First released in cans in Fall 2025 following a surge of success on draft in 2025, Highland Haze IPA quickly rose to the #2 brand on draft for the brewery, with 6-packs and 19.2 oz cans also off to a great start with an off-cycle launch at grocery and convenience channels. In 2026, Highland will deepen its investment in Highland Haze through grocery sweepstakes and expanded distribution of 19.2 oz cans at venues and events. Hop Journey, Highland’s IPA variety pack featuring AVL, Highland Haze and Daycation IPA, ranked as the #4 craft variety pack in the brewery’s 4-state distribution region in 2025.
Good Future
Every pint at Highland Brewing tells a story of sustainability, from repurposed shipping containers to operating one of the beer industry’s largest solar arrays. Highland is committed to investing in both sustainability and their community through intentional, forward-thinking business practices from brewing and packaging to guest experiences.
Good Feels
Highland Brewing’s charming 40-acre property is a must-visit destination for experiences, including live music, sand volleyball, disc golf, weddings, corporate events and more. In 2026, it will become an even more epic experience, as Cultivate Climbing, Black Dome Mountain Sports, and a new pizza restaurant join the Highland campus. Guests can flex their muscles on Cultivate Climbing’s 45-foot walls; shop everything from technical climbing equipment to apparel at Black Dome Mountain Sports; and enjoy New Haven-ish-style pizza, hearty sandwiches, and other offerings at the new on-site pizza joint—all alongside a freshly brewed pint of beer.
“Our campus is flourishing. We started as a production-only brewery in 1995, but now we are a destination with a community that loves us for what we do, and tells us,” said Ashburn. “We made it through the storm of Helene with our community, and we’ll weather the figurative storm facing the brewing industry the same way.”
