Highland Brewing’s Highland Haze IPA Raises Over $13,000 for WNC Hospitality Workers
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Through the support of Highland’s customers, retail partners, and distributors, Highland Brewing Company raised $13,580 for the NC Hospitality Workers Relief Fund, designated specifically for Western North Carolina (WNC).
The donation is part of Highland’s new Thirst for Good campaign, which launched alongside Highland Haze draft — a 7.4% ABV hazy IPA bursting with vibrant tropical and juicy flavor. Every keg sold contributed to the cause, and thanks to the collective effort of the community, Highland exceeded its original $10,000 goal in July.
“We’ve never released a beer solely on draft but we did it because it best connected the fundraising to the people it can benefit.” said Leah Wong Ashburn, President and CEO. “Our sales team loved bringing this beer and this cause to our market, and the beer is undeniably delicious.”
The NC Hospitality Workers Relief Fund, administered by the NC Restaurant & Lodging Association (NCRLA) Foundation, provides critical support to hospitality workers facing financial hardship. In the lasting aftermath of Helene, relief efforts focus on challenges such as housing insecurity and economic adversity due to unemployment or underemployment.
“Thank you so much for your support during this difficult time. I am so grateful that a grant like this exists. This really helped me and my son get back on our feet,” states a recent grant recipient.
Employers are encouraged to apply on behalf of their employees, the human connection to WNC’s vibrant food, beverage, and lodging industries.
In addition to Highland Haze draft, the beer will be available in 19.2oz single-serve cans, six-packs, and in Highland’s IPA Variety Pack starting in August. For more information about Highland Brewing and Highland Haze, visit highlandbrewing.com. To learn more about the NC Hospitality Workers Relief Fund and apply for support, visit NCRLA.org.
About Highland Brewing
Highland Brewing was founded in 1994 by retired engineer and entrepreneur Oscar Wong, establishing it as the pioneer of Asheville, NC’s now booming craft beer industry. Proudly regional, Highland’s beers are distributed in North Carolina, South Carolina, Tennessee, and Georgia. Highland is committed to quality and sustainability, boasting the third largest solar array in an American craft brewery. Today, the company is led by Wong’s daughter, Leah Wong Ashburn, and serves as the largest family-owned brewery native to the Southeast. Located in a rehabilitated manufacturing facility on a hilltop, the brewery affords space for thousands of visitors to enjoy limited release beers, tours, and live music. In addition, the Event Center and Rooftop are available for private events. For more information, visit highlandbrewing.com
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