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Brewing Resilience: How Asheville’s Beverage Scene Is Rebuilding After Hurricane Helene

by | Jan 13, 2025 | 0 comments

I’ve always held a deep appreciation for Asheville, even before Hurricane Helene shook our community to its core. A conversation with someone from my hometown in southeast Michigan once reminded me just how unique Asheville truly is. She couldn’t quite understand why I was so enamored with this mountain town. I told her that every place has its own extraordinary culture—but here in Asheville, I’ve made it a point to never take it for granted since the day I arrived.

When the hurricane struck, that gratitude became even more profound. Asheville’s reputation as a haven for incredible food and drink—especially its vibrant beverage scene—is remarkable for a town of its size. From James Beard award-winning chefs to nationally recognized breweries, our community has always punched above its weight in creativity and craftsmanship.

Now, more than ever, these businesses—both iconic institutions and smaller startups—need our support. In this post, I want to highlight a few of the breweries working to make a difference, rebuilding after devastation, and continuing to brew the spirit of resilience that defines Asheville.

Hillman Beer

With two locations in the Western North Carolina Area, Hillman Beer experienced exponential tragedy when both of their taprooms were destroyed by flooding. However, as a testament to human resilience, they worked hard to restore them both. It’s still surreal to sit in their Old Fort location and look out at what used to be a creek. The heartbreaking destruction of the area is still on display.

But it’s important to support local businesses, so check out Hillman in Asheville or Old Fort. Their beers are fantastic, and so is the food.

Hi-Wire

Hi-Wire Brewing is a real Asheville success story. Starting in a small space downtown, this brewery quickly expanded with three spots throughout Asheville and several around the Southeast region. Their RAD beer garden, located in the heart of the River Arts District, was a popular spot to enjoy their beers, but the flooding of the French Broad River ravaged it.

With their South Slope and Biltmore Village locations still operating, you can still enjoy Hi-Wire beer in town and support their efforts to rebuild.

Outsider

Located on the north part of Riverside Drive, when it turns toward Woodfin, Outsider Brewing avoided most of the destruction. Just across the street, all the riverfront properties were demolished, but Outsider only experienced minor flooding and was able to get back up and running quickly. They are a small, unique brewing company with a one-of-a-kind system that everyone should see.

They have become the new permanent home to Master BBQ, a Filipino food truck that was destroyed at their previous location. They were able to rebuild and are now serving traditional food at Outsider. My favorite is their chicken skewers!

Wedge Brewing Company

One of Asheville’s oldest breweries, Wedge, experienced heartbreaking destruction due to Helene. Their original location, known as Wedge Studios, experienced flooding, but they were able to clean and reopen. However, their location in RAD was destroyed, just like nearby Hi-Wire.

They do have a downtown taproom located in the Grove Arcade, so visit and support them whenever you can.

Breweries to Support for Rebuilding

There were a few breweries that needed to stop all operations after the destruction. They are still fundraising and hoping to build back stronger. Please support them by buying online merch or donating to their rebuilding efforts.

The Role of Marketing in Rebuilding Asheville Breweries After Hurricane Helene

Asheville’s breweries are more than businesses; they are community cornerstones that embody the city’s culture and resilience. After the devastating impact of Hurricane Helene, effective marketing has become a critical tool for these breweries to rebuild, reconnect, and thrive once again.

Marketing plays a pivotal role in telling the stories of survival and renewal, transforming challenges into opportunities to foster deeper community connections. By leveraging local pride and highlighting unique craft offerings, breweries can draw both loyal patrons and visitors eager to support Asheville’s recovery. Social media campaigns, storytelling, and collaborations with local artists or charities can amplify their message, reminding the world of the vibrant craft beer scene that defines Asheville.

Related: The Most Important Elements for Your Brewery Website

Strategies such as hosting events, promoting limited-edition brews tied to recovery efforts, and emphasizing sustainability can help breweries engage their audiences and differentiate themselves in a competitive market.

Through thoughtful and authentic marketing, Asheville breweries can inspire hope, attract tourism, and drive economic revitalization. As these businesses rebuild, their ability to communicate their vision will ensure they remain a defining feature of Asheville’s enduring spirit and creativity.

author avatar
Laura M. LaVoie
Director of Storytelling - Laura M. LaVoie is a freelance writer living in Asheville, North Carolina, with Matt, and their Devon Rex cat, Toast.

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