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HomeBeerHighland Brewing Hospitality Director Tapped to Lead as VP of Model Growth

Highland Brewing Hospitality Director Tapped to Lead as VP of Model Growth

ASHEVILLE, North Carolina – Highland Brewing Firm is happy to announce that Nikki Mitchell will be a part of the brewery’s government management staff as Vice President of Model Growth. Mitchell has been with the brewery for 5 years. She was promoted from Personal Occasions Gross sales Supervisor to Hospitality Director earlier than taking up this new position. Mitchell joins the Highland government staff as the one non-family member. The chief staff now consists of Mitchell, Founder Oscar Wong, President/CEO Leah Wong Ashburn, and Vice President Brock Ashburn.

Leah Wong Ashburn stated “I’m delighted and proud to be alongside Nikki as she takes on this essential place. She has constructed momentum and teamwork by visionary management onsite, and completely shined throughout the pandemic. She’s going to infuse her vitality and satisfaction in Highland into our regional footprint in any respect tiers.”

Beneath is a quick collection of questions and responses from Mitchell about her new position.

Inform us about your historical past and among the highlights out of your work at Highland.  I moved to Asheville in 2002 and have lived in western North Carolina for many of my life. I used to be born in Hickory and attended the College of Georgia. I joined Highland in 2017 as a contracted gross sales skilled for the budding non-public occasions program. Earlier than that, I spent seven years working with Asheville Radio Group.  My journey with Highland solidified in 2018 once I moved from contractor to worker. As Personal Occasions Gross sales Supervisor, I grew income by 40% in my first yr and developed new occasion packages and visitor choices. With that success, I constructed a model for Highland’s non-public occasions, enhanced the aesthetics of our venues, and created a brand new Personal Occasions Division. In 2020, I led the creation of a unified Personal Occasions and Taproom staff that allowed us to navigate new COVID-related service protocols and workers roles. The success of that integration led to my promotion to Hospitality Director in July 2020.  My best supply of satisfaction in that position was reimagining the profession path of our Hospitality staff. We created construction to draw Hospitality professionals with full-time, benefited positions and profession development. We selected to shut our brewery Taproom from January to early March 2021 to restructure roles, do service coaching, and renovate our taproom. The adjustments have been impactful and, even with two months of closure, Taproom income grew 20% in 2021 over 2019.   We additionally opened our Downtown Taproom within the S&W Market in 2021 making the Hospitality Division the most important staff at Highland. We’re poised for record-breaking development with the brewery taproom and personal occasions in 2022.

What are you enthusiastic about with this new VP of Model Growth place?  I’m excited to reap the spirit of hospitality in our market. By embracing our wholesale companions and regional customers as “visitors”, we’ll additional our mission of crafting connections by beer and past. The Model Growth staff will transfer Highland ahead by aligning Innovation Brewing, Gross sales & Advertising and marketing, Tradition, and Hospitality. Collectively, we’ll construct on the success we’ve seen with our beer and brewery vacation spot to showcase it regionally to customers and our wholesale companions. Harnessing and sharing that brewery expertise will probably be a recreation changer for Highland.

What challenges do you foresee?  Craft beer continues to face turbulent waters. Crafting probably the most acceptable methods to help our firm and our clients is not going to be straightforward.  Highland has been a pioneer in craft for nearly 30 years. Challenges aren’t overseas. We’re resilient, modern, and scrappy! We worth high quality, integrity, and teamwork and I’m assured in our potential to face the challenges that could be forward.


Highland Brewing was based in 1994 by retired engineer and entrepreneur Oscar Wong, establishing it because the pioneer of Asheville, NC’s now booming craft beer trade. Proudly regional, Highland’s beers are distributed in North Carolina, South Carolina, Tennessee, and Georgia. Highland is dedicated to high quality and sustainability, boasting the sixth largest photo voltaic array in an American craft brewery. At the moment, the corporate is led by Wong’s daughter, Leah Wong Ashburn, and serves as the most important unbiased, family-owned, and operated brewery native to the Southeast. Situated in a rehabilitated manufacturing facility in East Asheville, the brewery affords area for guests to take pleasure in limited-release beers, strolling trails, volleyball courts, and dwell music. In spring 2021, the brewery opened its second taproom and returned to downtown Asheville. The Downtown Taproom inside the S&W Market, Asheville’s first meals corridor, is a good spot to attempt a style of the town.


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