Highland Brewing's Leah Wong Ashburn

 

Highland Brewing's Leah Wong Ashburn

Women of Beer: Leah Wong Ashburn   CEO of Highland Brewing in Asheville, NC   By Kerri Allen   Leah Wong Ashburn's journey in the craft beer industry has been a dynamic and evolving one, shaped by her experiences and the influence of her father, Oscar Wong, founder of Highland Brewing in Asheville. Initially turned down for a brewery job by her father, Leah pursued roles outside the family business, gaining valuable experience in sales, marketing, and leadership. Leah acknowledges, “Being turned down for a job by my father was disappointing at the time, but now I know that gaining my own work experience outside the family business was the best move for everyone.” Eventually, in 2011, Leah joined Highland Brewing Company and gradually rose through the ranks to become President in 2015 and CEO in 2018.   Despite the challenges and pressures of leading the brewery during a period of industry growth and change, Leah found immense fulfillment in being a part of Highland Brewing, a company deeply ingrained in the Asheville community. She values the collaborative and supportive nature of the craft beer industry, where she can work with passionate individuals and continue to learn from expert brewers and scientists within the company. Leah shares, "What I love most about being part of a brewery is the beer we create and our brewery family that's deeply woven into the fabric of Asheville."   A Love for Asheville   When asked why Asheville is a special place for beer, Leah explains that the town is known for its independent spirit, stunning natural surroundings and vibrant, creative community. The region's abundant resources, including high-quality water for brewing, contribute to Asheville's reputation as a hub for craft beer enthusiasts. “We are surrounded by creators in beverages, music, art, food, clay, paint and much more," Leah declares. "We have incredible water for brewing. Our reservoirs are so close that they are visible from some of our hiking trails.”   To protect the water and gorgeous surroundings, Highland Brewing, under Leah’s guidance, has the brewery running on solar power. Highland boasts the sixth-largest solar array of all independent or craft breweries in the USA and the 22nd-largest worldwide. The wood used to build the bars at Highland's event center was harvested from brewery property, and the light poles in front of the center come from used kegs. "Our goals at Highland revolve around an ethos of reduce, reuse, and recycle,” Leah notes.   Leah takes pride in Highland Brewing's involvement in community programs. She explains, "We have a philanthropic program called Pints for Purpose, with proceeds going to five community partner organizations which focus on natural resources, people in need, animals in need, health, wellness and cultural resources."   A Head for Business   Leah acknowledges that a big challenge has been balancing the demands of her brewery role amidst industry shifts and external pressures. However, her dedication and leadership were evident in the successful rebranding of Highland Brewing in 2018, a decision that proved to be a rewarding milestone for the company. The rebrand tops Leah’s list of rewards as leader of Highland Brewing. She says, “I was immersed in it and believed in it. I took a lot of heat. More accurately, we received a lot of heat that I chose not to read. Rebranding paid for itself in one year, exceeding my expectations.”   Possessing good instincts and knowing your business can bring success, even in tough times. Leah shares, ”My biggest challenge has been accepting that I’ve done enough of the right things. With slowing growth, the pandemic, cost increases, changing staff needs and staff changes, it can be hard not to think about it constantly.”   Beer is for Everyone   Recognizing the importance of diversity and inclusion in the beer industry, Leah emphasizes the need for women and minorities to have a seat at the table. "Breweries can enhance their business practices and better connect with consumers by fostering a diverse workforce and welcoming a broader audience," she comments. “I found that having women in leadership positions attracts more women to the company at all levels. Beer is for everyone.”   Readers should definitely put a visit to Highland Brewery on their radar. As the first craft brewery in Asheville since Prohibition, Highland has achieved the rank of largest family-owned, female-led brewery in the Southeast. Under the thoughtful leadership of Leah Wong Ashburn, Highland Brewing continues to create exceptional beer and holds a revered place in the hearts of regional craft beer lovers.

Women of Beer: Jen Price

 

- Women of Beer: Jen Price

By Kerri Allen   Women exist everywhere in the beer industry. We focus on brewers, brewery owners and the like, but it takes many people to create a beer community. Jen Price (pictured to the right) ranks as one of these people. Jen founded Crafted for Action, an events company that builds community through safe, inclusive and welcoming experiences, including an annual conference. Jen also co-founded Craft Women Connect, a community of diverse women whose goal is to explore and connect through a shared love of craft beer.   Like many who find a home in the craft beer community, all it took was that first good craft beer to lure us in. When asked how craft beer became important to her and how she arrived at her current position, Jen answers, “I've loved beer my entire life, and my first taste of beer came from my dad when I was about five years old! I got introduced to craft beer during a college internship in the 90s. I was in Boulder, Colorado and had been accustomed to drinking pretty underwhelming beer until I was introduced to Sierra Nevada Pale Ale. I was immediately hooked! I spent the next few decades learning about craft beer and being in the 'mix' locally by volunteering at beer festivals and participating as a steward at homebrewing competitions.    Early Motivations & Accomplishments   Jen remembers her disappointment at never seeing many people of color or women at these craft beer events, so she eventually started hosting her own tastings and pairing events with the goal of exposing a diverse crowd to the joys of great ales and lagers. "Diversity in this industry has always been really important to me," she says. "I then took the level one cicerone exam, self-published a book called The Chick's Guide to Beer and eventually started working toward my dream of opening a craft beer retail shop - The Atlanta Beer Boutique. I found a space in 2019 and built it out, but then the pandemic happened, and I basically lost everything that I invested in the space. This experience was the impetus for Crafted for Action, which I launched initially as a virtual conference. Now, the event is more of a hybrid format.”    With some of the negativity documented over the last few years in the beer community towards women and people of color in the industry, it is essential to focus on the positive. Jen believes that the community aspect is what she loves most about being a part of the beer community. When building her business, Jen remembers, “ I reached out to so many people and potential competitors when opening the beer boutique, and everyone was willing to talk to me, give me advice, have a beer with me, and help review my business plan. People were honest with me about the challenges and lessons learned; almost everyone wanted to help me and see me win. The community aspect is why, after having to shutter the doors of my business before it even opened, I returned to the industry and launched a new business.”   Jen Prices taps a cask at Crafted for Action   Generating Interest & Support   What formed a big challenge for Jen when creating the conference? “Honestly, getting started and convincing myself that anyone would attend, participate in and support a black woman-produced beer conference worried me," she recalls. "Like lots of folks who find themselves in spaces where they may not totally feel they belong, I suffer greatly from imposter syndrome. It was hard for me to really believe that an annual conference would work.” Jen talks about her greatest reward by saying, "Ironically, seeing people actually show up to support the conference has been extremely satisfying." This level of support sounds like positive validation that these types of events are needed in the beer community.   A Demographic Offering Potential for Growth When asked why women and minorities are vital to the industry, Jen responds, “Diversity in any industry begets innovation and creativity. Beer is no different. This seems obvious in recent trends in the market with brewery closures, shifting tastes of consumers, and people adopting healthier lifestyles. Additionally, the fastest-growing craft beer consumer groups are people of color and women of color. Beer consumption by white men has remained the same for decades, and the same is basically true for white women. So, women of color and people of color are the future sustainability of this industry. It makes good business sense to pay attention to this. And finally, everyone should feel welcome and enjoy a sense of belonging. We can do more to ensure that taprooms, beer events, conferences, festivals and any place where people drink beer feel like spaces that are open and welcoming to all.”    What strategies does Jen see as key to attracting more women and people of color to the industry? She reiterates, “I think we attract more women and people of color through direct marketing, creating opportunities and events that are unique and fresh and making taprooms physically more inviting and attractive.”    Readers wanting to learn more about Jen Price and Crafted For Action should check out a future conference. People can participate by submitting a panel idea, becoming a sponsor, volunteering, spreading the word, or simply buying a ticket to attend.   Learn more: www.CraftedForAction.com/conference