Highland Brewing Company had the honor of hosting Good Morning America, as the morning show spotlighted Asheville’s resilience and progress six months after the devastating impact of Hurricane Helene.
The special episode of Good Morning America, titled “Asheville Rising,” brought co-anchors Robin Roberts, Sam Champion, and Ginger Zee to Highland’s Event Center and campus to meet with community members who have been at the forefront of Helene recovery.
“It was absolutely thrilling to have GMA broadcast live at our brewery, sharing stories about good people and progress. The entire team was a pleasure to meet and work with, and Brock and I can hardly believe we talked with Robin Roberts,” said Leah Wong Ashburn, Highland CEO, about her and Brock Ashburn, Highland Vice President.
Highland’s Role in Hurricane Relief Efforts
Helene left Asheville without drinking water for two-months. Without water, Highland Brewing stepped in to support the local community, transforming the public spaces, warehouse, and beer coolers into offices, a distribution hub, and food storage. Like many Asheville businesses, Highland faced challenging fall and winter seasons, but the unwavering support of the community has fueled their determination.
To further aid recovery efforts, the brewery launched Highland Haze, a tropical, hazy IPA crafted as part of their Thirst for Good campaign. Until fall, this draft-only release directly supports the North Carolina Hospitality Workers Relief Fund, earmarked for Western NC.
Highlighting Asheville’s Recovery on a National Stage
The episode shined a national spotlight on the strength and spirit of Asheville’s recovery efforts, while recognizing ongoing needs. GMA’s collective donations for the area topped $2.7 million and included building materials, food, and a new car.
On the underlying message, Ashburn said, “In highlighting compelling stories, GMA showed that heroes were everywhere after Helene. They are the reason we are ready to welcome tourists. Visiting our city is not only the key to business recovery, visiting helps heroes help neighbors.”
Highland Brewing continues to support the Asheville community and is fully open, offering great beer and a welcoming gathering space for the people who make Asheville so special.
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