Legacy Brand Gets Refresh, Sales Lift Highland Brewing, Asheville's original craft brewery founded in 1994, is reporting strong performance in the first half of 2026 driven by a brand refresh for its flagship Gaelic Amber Ale and continued momentum from its IPA lineup. In March, Highland reintroduced Scotty, the character that originally appeared in the brewery's 1994 logo, on Gaelic Amber Ale's new packaging. The move has paid off: all package formats (6-pack bottles and cans, and 12-pack cans) are up in off-premise velocity year-over-year and driving new retail distribution.
IPA Portfolio Solidifies Core Lineup Highland Haze IPA, introduced as a core offering last year, is now the brewery's #3-selling 6-pack by volume heading into spring resets. Brewed with Citra Incognito, Krush and Mosaic hops, the beer delivers juicy citrus, ripe mango and pineapple flavors and is available on draft, in 6-packs of 12 oz. cans and 19.2 oz. cans. Daycation, a session IPA, rounds out the portfolio as another top seller, with a value-focused rebrand and 12-pack retail focus.
Experiential Expansion on 40-Acre Campus Highland's 40-acre hilltop campus is undergoing significant investment to drive on-premise traffic. An indoor climbing wall—developed in partnership with Cultivate Climbing—and a Black Dome Outfitters gear shop are currently under construction. The brewery also debuted the Highland Heritage Tour and Tasting, a guided experience through the brewhouse, pilot room, taproom, meadow, and packaging facilities that connects visitors to the brewery's craft beer origin story. "We're doing great on-site, so we're investing in what's already working in order to keep the momentum going. Our goal is to create unique experiences for locals and visitors to Beer City USA alike," said second-generation owner Leah Wong. The campus features disc golf, sand volleyball courts, and murals by local artist Gus Cutty. A pizza restaurant and outdoor retail shop are also scheduled to open in 2026.
New Beer Teased for H2 Launch Wong hinted at additional growth ahead. "We want every guest to walk away with Good Feels, and we're confident that new additions to our campus will wow visitors more than ever in the second half of the year. Plus, fans can expect even more Good Flavor, with a brand new offering hitting our lineup soon!" Highland operates as the largest family-owned brewery native to the Southeast, distributing across North Carolina, South Carolina, Tennessee, and Georgia. The minority-founded, woman-led company operates one of the largest solar arrays in the U.S. craft beer industry.
Why It Matters
For operators and distributors, Highland's playbook—balancing legacy brand renovation with experiential hospitality and portfolio expansion—reflects how established regional breweries are defending market share against growing competition. The emphasis on on-premise traffic generation through paid attractions and the continued strength of session and hazy IPA styles offer insights into consumer preferences in the mid-Atlantic and Southeast craft market.
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Written by FBM Publications Editors
