🍻 Raise a Glass, Lend a Hand: Highland Haze Has Arrived at PR
There’s a new beer on tap at Players’ Retreat—and it comes with a mission.
We’re thrilled to be pouring Highland Haze, a juicy, tropical 7.4% hazy IPA from Highland Brewing, North Carolina’s largest family-owned brewery. But this brew is about more than what’s in the glass. It’s part of Highland Brewing’s Thirst for Good campaign, a statewide effort to support hospitality workers in Western NC still recovering from the effects of last year’s Hurricane Helene.
Why It Matters
Highland Brewing isn’t just known for great beer—they’re known for giving back. With every keg of Highland Haze sold, a portion of the proceeds is donated directly to the NC Hospitality Workers Relief Fund, helping bartenders, servers, cooks, and more who were hit hard by the storm and its aftermath.
And they’re not doing it alone. Distributors, retailers, and bars across the region—including us here at PR—are stepping up to support this grassroots effort. The goal? $10,000 in direct aid for those in need. Highland has already raised half that amount—and with every pint poured, we’re getting closer.
About Highland Brewing
Founded in Asheville as the city’s first brewery since Prohibition, Highland has grown into a beloved destination and a beacon of community-driven values. Still family-owned and operated, the brewery is led by CEO Leah Wong Ashburn, who describes the Thirst for Good campaign as “an example of our values in action—and we’re always looking for more.” From their sustainability efforts to their community support, Highland walks the walk.
What’s in a Name: “Thirst for Good”
We love this campaign name because it captures so much in so few words:
- A thirst for beer (of course).
- A thirst for positive change, for making a lasting difference.
- A commitment to do good—for good.
It’s what Highland believes in, and it’s a big part of why we’re proud to pour their beer here at PR.
Drink Up, Do Good
Next time you’re at PR, grab a pint of Highland Haze. It’s hazy, hoppy, and packed with tropical flavor—but more importantly, it’s making a difference. One pint at a time.