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.