Greetings, carbon-based beer enthusiasts.
This is BeerAlien, reporting live from a small but powerful craft-beer epicenter known as Asheville, North Carolina—home to one of Earth’s most resilient fermentation facilities: Highland Brewing.
Our sensors detected unusual activity during Earth-year 2025. The data showed turbulence, recovery, community bonding, and—most importantly—strong beer volume growth. After analyzing the liquid output and human morale metrics, we confirm: Highland Brewing did not merely survive. It adapted, evolved, and leveled up.
Table of Contents
Beer Growth Detected
Despite planetary disruption caused by Hurricane Helene, Highland Brewing closed 2025 with impressive numbers:
- On-premise distributed beer volume: +25.4%
- Off-premise growth: +4.4%
Translation for humans: more beer, more places, more joy.
Growth was led by the brewery’s flagship Gaelic Amber Ale, its hop-forward IPA fleet—including Highland Haze—and the extremely successful Daycation brand family. Our taste receptors confirm: these liquids are… acceptable. (High praise from BeerAlien.)
Hurricane Helene: When the Storm Hit, the Beer Helped
Earth storms are chaotic. This one struck Asheville in late Earth-September 2024, leaving destruction in its wake. What did Highland Brewing do?
They did not hide.
They did not hoard.
They did not panic.
Instead, Highland Brewing transformed into a community support station—distributing supplies, aiding neighbors, supporting local organizations, and (confusingly but impressively) hosting a herd of goats.
These actions triggered high-level Earth recognition. Even the former planetary leader Joe Biden contacted Highland’s leadership to acknowledge their efforts, inviting President & CEO Leah Wong Ashburn and VP of Operations Brock Ashburn to the White House.
Beer was also deployed for good:
- Highland Haze on draft raised $13,000+ for hospitality workers
- AVL Strong, an imperial version of AVL IPA, funded small business grants one year after the storm
Conclusion: beer can heal.
Thirst for Good: A Philosophy Worth Studying
Our archives show that Highland Brewing operates under a guiding doctrine called Thirst for Good—a triple-core value system:
- Good Flavor
- Good Future
- Good Feels
This philosophy originated with brewery founder Oscar Wong, widely regarded as the godfather of Asheville craft beer. Wong departed this planet on May 25, 2025, but his mission remains active.
Leadership now falls to his daughter, Leah Wong Ashburn, who continues to steer the brewery with purpose.
“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,” Ashburn explained. “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.”
BeerAlien analysis confirms: this is not marketing fluff. This is cultural programming.
The Liquids That Power the Humans
Highland Brewing distributes across NC, SC, TN, and GA, led by its legendary Gaelic Amber Ale—the original craft beer of Asheville. In 2025, Gaelic reached #2 in the amber/red category across its four-state territory.
The Daycation brand family dominated as Highland’s #1 brand, driven by:
- Daycation Gold (2025 World Beer Cup Gold Medal Winner)
- Daycation IPA, thriving in 12-pack form
Meanwhile, the IPA fleet continued its assault on taste buds:
- AVL IPA remains the top-selling retail beer in Western North Carolina
- Highland Haze IPA, canned in Fall 2025 after draft success, quickly became the brewery’s #2 draft brand
The Hop Journey IPA Variety Pack (AVL IPA, Highland Haze, Daycation IPA) ranked #4 craft variety pack across the region in 2025.
Good Future: Solar Power and Smart Humans
Highland Brewing demonstrates unusual foresight for Earth beings. Their operation includes:
- Repurposed shipping containers
- One of the largest solar arrays in the U.S. craft beer industry
- Sustainability integrated into brewing, packaging, and guest experiences
Every pint tells a story of long-term thinking—a trait we respect across galaxies.
A Campus Worth Landing On
Highland Brewing’s 40-acre hilltop base functions as a cultural hub featuring:
- Live music
- Sand volleyball
- Disc golf
- Weddings
- Corporate events
Incoming Earth-year 2026 upgrades detected:
- Cultivate Climbing with 45-foot climbing walls
- Black Dome Mountain Sports retail outpost
- A new pizza restaurant serving New Haven-style pies and hearty sandwiches
All best enjoyed with fermented barley beverages.
“We started as a production-only brewery, but now we are a destination,” Ashburn reports.
“We weathered the storm of Helene together—and we’ll face the brewing industry’s challenges the same way.”
Unity + Beer = Survival.
🛸 Final Alien Assessment
Highland Brewing represents a rare Earth phenomenon:
A brewery that balances growth, community, sustainability, and damn good beer—even after planetary adversity.
BeerAlien recommends continued observation… and repeated sampling.
Transmission complete.
—BeerAlien, reporting for BeerAlien.com 🍺👽
