A couple of years ago, Rumble interviewed Leah Wong Ashburn, president of Highland Brewing. Since the COVID-19 pandemic, things have evolved for the beer scene and for Asheville business owners. As an update, we sat down recently with Ashburn to see how things are going at Highland. 

Rumble: What was the WNC brewing scene like back in 1994 when Highland Brewing opened? 

Leah: It was desolate! My father, Oscar Wong, opened Highland Brewing Company with two brewers in the basement of Barley’s in 1994 in downtown Asheville. It was a sleepy mountain town back then with some sparks of great food and wine. There was no brewing scene and locally made beer was an unfamiliar concept. It took some convincing that locally made beer was flavorful and fresh, and that these things mattered. The two values, now central to our company, were not closely associated with beer at that time. It’s amazing that WNC now has one of the highest numbers of breweries per capita in the country.

Rumble: Tell us about a typical “day in the life” of Leah Wong Ashburn in terms of running Highland Brewing. 

Leah: With the recent promotion of Nikki Mitchell to VP of Brand Development, I can now focus more on company strategy and community. Both were embedded in my role, but I am less involved in day to day operations and able to think more about what we are becoming. I touch base with Nikki and Brock, VP of Facilities (and my husband) daily. I poke my nose into sales and marketing. I don’t lead the charge but I support their efforts by adding the family side to our story. We’ve asked people to care about our beer and who is behind it. I love feeling that connection.

Rumble: What are some of the highlights of your career? What are the challenges? 

 Leah:

Highlights include: 

• The day my father told me his staff had met without his knowledge, and then relayed to him their recommendation that I be the next leader of Highland
• Being nominated for the James Beard Award for Outstanding Beer and Wine Professional in 2018
• Observing and supporting the professional development people who have helped Highland adapt and grow over the years 

Greatest challenges include: 

• The pressure of being a second-generation family owner and leader - Taking on the company my father built and over time, making it my own while honoring what he and his team built 
• Navigating an ever-increasingly crowded alcoholic beverage market while further defining who we are and what we do as a brand
• Creating new recipes for Highland’s success as the market changes rapidly and it costs more to make beer.

Rumble: How do local breweries work together? 

Leah: The craft brewing industry has always been supportive and that is how Dad developed Highland. In 2020, Dad received the Brewers Association’s Recognition Award for inspiration, encouragement and support of the craft brewing movement. Following his example, local breweries share practices by visiting other breweries, we buy and sell materials and ingredients among each other, and we lend a hand in a quality lab or with a machine part. 

Rumble: Where do you see the WNC brewing scene in five years? 

Leah:  We will see as many or more small breweries – taproom only, no distribution. And I foresee some sales of local brewers to private equity groups, following national trends. More will move from brewery to beverage company. It will be collaborative and competitive.

Highland’s pioneering spirit will build new paths. Our future involves inviting more people to enjoy our beer and our spaces because they love them and they love what we stand for.