Highland Brewing’s Chief on Being an Experiential Hospitality Hub

Dear Client: Asheville, North Carolina-based Highland Brewing is in the thick of doubling-down on experiential hospitality this year that’s geared toward the outdoor enthusiasts that recreate in the local Blue Ridge Mountains. The brewery, which produced about 37,000 barrels last year per New Brewer, is currently in the midst of a major construction project, outfitting the sprawling 180,000-square-foot building that houses its production facility with a rock climbing wall and gear shop. As hospitality-focused breweries continue to be a bright