Discover how Asheville transformed into “Beer City USA” with its rich brewing history, vibrant craft beer culture, and how local breweries like Hillman Beer contribute to this iconic beer destination.
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Asheville Beer Scene: How the Mountain City Became “Beer City USA”

The Birth of a Beer Destination

Nestled in the Blue Ridge Mountains, Asheville wasn’t always the craft beer paradise it is today. The city’s transformation into “Beer City USA” represents one of craft brewing’s most remarkable success stories. Before the craft beer boom, Asheville was primarily known for its stunning mountain views and the Biltmore Estate. However, beginning in the mid-1990s, pioneering brewers recognized something special about this mountain community—pure water, a fiercely independent spirit, and a community that embraced local businesses with unmatched enthusiasm. These ingredients created the perfect environment for a brewing revolution that would eventually catch national attention and earn Asheville its now-famous nickname.

From Mountain Town to Beer City: The Early Years

Asheville’s beer revolution began modestly with just a handful of visionary brewers in the 1990s. Highland Brewing Company, founded in 1994, led the charge as Asheville’s first craft brewery, establishing operations in a basement with homemade equipment. These early pioneers faced an uphill battle in a region where mainstream beers dominated. What they lacked in resources, they made up for in passion and quality.

The turning point came in 2009 when Asheville won the “Beer City USA” poll for the first time, tying with Portland, Oregon—a city with an already established beer reputation. This recognition shocked the brewing world but validated what locals already knew: Asheville’s beer scene was something special. The city went on to win or tie for the title four years in a row, cementing its place in craft beer culture.

This recognition triggered a remarkable period of growth. Established breweries expanded, and new local operations like Hillman Beer (which would open in 2017) began planning their entries into the market. The influx wasn’t limited to locals—major craft breweries from across the country took notice. New Belgium, Sierra Nevada, and Oskar Blues all established East Coast operations in or near Asheville, drawn by the city’s pure mountain water, central East Coast location, and thriving beer culture.

The Hillman Beer Story: A Family Tradition in Beer City

Among the many breweries that now call Asheville home, Hillman Beer represents the perfect embodiment of the city’s brewing spirit. Founded in April 2017 by brothers Brad and Greig Hillman, along with Greig’s wife Brandi, Hillman Beer carried on the tradition of family-owned, community-focused brewing that has become Asheville’s hallmark.

Brad Hillman’s brewing journey began in Brooklyn in 2006, but the call of Asheville’s brewing community brought him to North Carolina in 2015. The family established their original taproom at 25 Sweeten Creek Road outside Historic Biltmore Village, creating a pub-style brewery focused on quality, service, comfort, and community—values that align perfectly with Asheville’s approach to craft beer.

Like many Asheville breweries, Hillman Beer quickly built a reputation for exceptional quality, winning prestigious awards including GABF Silver in 2018 and GABF Gold in 2019 for their ESB (Extra Special Bitter). Their success enabled them to expand to a second location in Old Fort in July 2020, bringing Asheville’s beer culture to neighboring communities.

What Makes Asheville’s Beer Scene Unique

Asheville’s rise as “Beer City USA” goes beyond simply having a high concentration of breweries. Several factors have combined to create a beer scene unlike any other: The city’s vibrant culture, scenic surroundings, and a strong commitment to craft brewing have all contributed to this unique atmosphere. The asheville brewery district highlights the dedication of local brewers to innovation and quality, showcasing a diverse array of styles and flavors that attract both locals and visitors alike. Events and festivals celebrating beer further strengthen the community, fostering a sense of camaraderie among enthusiasts and creators.

The mountain water that flows from the Blue Ridge provides an exceptional base for brewing, with a balanced mineral profile that enhances beer flavors naturally.

Asheville’s fiercely independent spirit and support for local businesses created an environment where small breweries could thrive before it became trendy elsewhere. Businesses like Hillman Beer embrace this community-centric approach with programs like their “Power in Pints” fundraisers that support local nonprofits.

The city’s natural beauty and existing tourism infrastructure meant visitors could easily incorporate brewery tours into their mountain getaways, creating a robust beer tourism economy.

Most importantly, Asheville breweries like Hillman maintain a focus on quality over quantity, emphasizing traditional styles alongside innovation. This approach has earned Asheville breweries numerous national and international awards.

Experience Beer City USA at Hillman Beer

If you’re planning to explore Asheville’s famous beer scene, Hillman Beer offers an authentic taste of what makes this mountain city special. Visit their Asheville taproom at Sweeten Creek Road to enjoy award-winning beers alongside creek-side views that capture the natural beauty that helped inspire Beer City’s revolution.

Sample their Kölsch, Old Fort Original, or their award-winning ESB while enjoying locally-sourced pub fare. Hillman’s community-style seating, family-friendly atmosphere, and dog-friendly policy embody the welcoming spirit that has made Asheville’s beer scene so beloved by locals and visitors alike.

Discover for yourself why Asheville earned its “Beer City USA” title—one perfect pint at a time.