Drink for Good

In an undertaking of paramount importance to hospitality workers in Western North Carolina, Highland Brewing has adopted a project set to help those servers, bartenders, cooks, and others in that industry disproportionately affected by Hurricane Helene’s devastation.

The largest family-owned native brewery in the southeast, Highland Brewing has trotted out a brand new draft beer for its Thirst for Good campaign. Highland Haze, a vibrant 7.4% hazy IPA with tropical notes is earmarked specifically for this fundraising venture, notes Leah Wong Ashburn, CEO. “Highland drinkers have a Thirst for Good—a high-quality beer, made in a place they care about, by a company that makes values-based decisions and adds to the community.”

Marissa Burns, marketing director for Highland Brewing, explains that the Thirst for Good campaign, “is an ongoing donation process.” A portion of the keg sales are donated to the North Carolina Restaurant & Lodging Association’s NC Hospitality Workers Relief Fund, which provides financial assistance to nominated workers in dire need. Half of Highland Brewing’s $10,000 goal has already been received. 

Ashburn continues, “In Highland’s home market, Skyland Distributing, is matching each Highland dollar, and support has poured in from Highland’s out of market partners and retailers . . .  it’s an example of our Thirst for Good, and we’re always looking for more!”