Asheville’s craft beer scene is one of the most renowned in the nation. The city is a popular destination for craft beer lovers and nature lovers who can’t wait to experience the mountainous surroundings and indulge in beer from one of the dozens of breweries that call this North Carolina city their home. One of the longest- lived of them all is Highland Brewing, a brewery named for the unlevel landscape surrounding the city. Its latest beer release is named, in part, to emphasize the local geography. It is Rising Haze IPA, a juicy IPA set for release in late April.
With everyone in the nation suspended in limbo thanks to the COVID-19 pandemic and anxiously awaiting for the moment when they can rise above the occasion, this new beer’s name captures the spirit of moving forward. Highland Brewing president Leah Ashburn says this beer was strongly influenced by the current quarantine conditions faced by so many and the determination to ultimately pull through.
“This is our first virtual and package-only beer release,” said Ashburn. “While we shifted our focus towards protecting our team and our community during the COVID-19 outbreak, we maintain our spirit and our promise to keep moving forward. The multiple meanings of the name Rising Haze are not lost on us. We hope that this release adds a new experience, even as other experiences are limited, and reminds us to look ahead to brighter days.”
Most craft beer fans are fully aware of the popularity of the hazy IPA style. Highland Brewing has released its share of hazy/juicy IPA, but most have been experimental, small batch releases. Rising Haze IPA is the first Highland Brewing beer to be widely distributed and Highland Brewing Innovation Manager Trace Redmond says this new beer is all about expressiveness and experience- something we could all use right now as we wait patiently for the U.S. economy to return to normal.
“This is a style all about really expressive hop character,” said Redmond. “This beer is double dry-hopped and we used the big flavor hops like Citra, Mosaic, and Galaxy last to provide that tropical top note to the beer. There is a lot of intentionality in the creation of this beer and that is what I want drinkers to experience. There are layers of aroma and flavor at work in this beer to create something honest and interesting.”
Rising Haze IPA will be packaged in six packs of 12 oz. cans and will be sold at retail stores throughout Highland’s distribution area starting in late April. The beer is available at the brewery via curbside pickup from 2pm to 6pm, Sunday through Thursday and from 1pm to 6pm on Friday and Saturday. Orders may be placed by calling (828) 545-6556.
Highland Brewing is a strong supporter of the local community and to help give back to those in need, Highland is donating 10 percent of all curbside sales to the OneBuncombe Fund. Customers are encouraged to join in the spirit of giving by bringing along non- perishable food to the curbside pickup, which Highland will then donate to the MANNA FoodBank. And to show support for medical professionals, Highland Brewing now has a special member program that will provide 15 percent off all Highland beer to go through the end of the year.
It takes grit and determination to rise above a serious setback. Rising Haze IPA is ready to help everyone make this transition. It’s a big, juicy, fruity IPA that will help you leave your troubles behind and dream about brighter days ahead. Look for it in stores where Highland Brewing beers are sold or make your way to the brewery and get a six pack or two to go. And do your part to help yourselves, and others, rise above the bleak but certainly far from insurmountable situation at hand.
For more information on Rising Haze IPA and other Highland Brewing beers, visit online at www.highlandbrewing.com
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