Highland Brewing (Asheville, North Carolina) announced today that it has officially launched a complete rebrand that includes a new logo, new-look packaging for all beers, an updated website, and a soon-to-be fully updated taproom aesthetic.

After spending the last few years refreshing their beer portfolio so that it is more aligned with the tastes of today’s craft beer drinker, the folks at Highland Brewing began to realize that the brewery’s look and imagery no longer matched their updated brews and vibe.  After much deliberation and extensive research and development work with the Austin, Texas firm Helms Workshop, the tough decision was made to rebrand and move on from the bagpipe-toting Scotsman who has served as the company’s iconic logo since 1994.

All “marketing, labeling, point of sale, packaging and merchandise” will still wear the Highland Brewing name, but these items will now sport a logo that consists a highly-stylized “H” set within a pioneer’s compass that is surrounded by “the clear messaging that Highland remains Asheville’s first craft beer.”  The Blue Ridge Mountains are now artfully depicted on all packaging, and the “Highland” name will continue to honor the area’s Scots-Irish heritage and the brewery’s setting “on high land – in the mountains and on a hilltop.”

“Highland Brewing has been a pioneer in beer since my father founded the company in 1994,” said Leah Wong Ashburn, President of Highland Brewing. “Over two decades, we led with beer, and in recent years, we developed our beer portfolio significantly with fresh new styles and our innovative spirit is firing. The result of the changes was that our beer and our brand were sharing different messages. I love that we are now aligning the message.  

What that means is we focused on the four things we know to be true about ourselves: authenticity, sense of place, consistently excellent beer and an inventive spirit.”

Fully committed to this rebrand, Highland Brewing will be closing its doors on February 19 so that it can update its taproom to match the rebrand.  After a four-day renovation, the taproom will officially reopen on February 23 with a launch celebration that will show off the new branding/packaging and “feature new small batch beers, including Highland’s very first Brett brew, as well as throw-back favorites including Little Hump, Razor Wit, and Vintage 20th Anniversary Scotch Ale.  The event will also boast live music, new merchandise available for purchase, and popular food trucks.  The launch celebration is free and open to the public.

For those of you that do not live within driving distance of Highland Brewing, the rebrand will reach you any day now as the new-look 12 oz. bottles, 12 oz. cans and tap handles hit craft beer establishments located within the brewery’s distribution footprint.  Just be sure to keep these changes in mind the next time you are out looking for your favorite Highland brew.  Prost!