Explore how Asheville’s burger scene grew into a culinary destination and why Hillman Beer’s grass-fed burgers are at the heart of it all.
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Asheville’s Burger Evolution: From Hidden Gem to Culinary Destination

Key Takeaways

• Asheville, NC has grown from a beer-focused city into one of the Southeast’s most respected culinary destinations, driven in large part by the craft brewery scene.
• The farm-to-table movement reshaped burger culture in Asheville by raising quality expectations around sourcing, preparation, and flavor.
• Breweries like Hillman Beer helped push food programs beyond typical pub fare, treating the kitchen as seriously as the taproom.
• Hillman Beer’s grass-fed burger program is built on local partnerships within 100 miles, reflecting a commitment to quality that regulars and visitors consistently notice.
• Asheville’s burger scene continues to evolve, with sustainability, community investment, and honest craftsmanship leading the way forward.

The Birth of Asheville’s Food Renaissance

Asheville did not become a culinary destination overnight. The city’s transformation started slowly, fueled by a combination of independent breweries, a deep-rooted Appalachian food culture, and a community that genuinely values where its food comes from. By the early 2010s, Asheville had earned the nickname “Beer City USA,” and that recognition pulled in visitors who soon realized the food was just as worth the trip.

What made Asheville different from other mid-size American cities was the way local business owners approached food and drink together. Rather than treating food as a secondary attraction, a growing number of operators built full kitchens and sourced ingredients the same way they sourced hops and barley: intentionally, locally, and with a clear sense of purpose. According to the U.S. Travel Association (2023), culinary tourism now accounts for a significant portion of domestic travel decisions, with food experiences consistently ranking among the top three reasons people choose a destination.

Asheville’s food renaissance was also shaped by the mountains themselves. The surrounding Western North Carolina region has long supported small farms, heritage livestock operations, and sustainable agriculture. That agricultural backbone gave local chefs and brewpubs access to ingredients that restaurants in larger cities often struggle to source. For Asheville’s breweries with full kitchens, this was a genuine competitive advantage.

The city’s culinary identity is now inseparable from its craft beer reputation. Visitors who come to taste beers typically leave having had some of the best pub food of their trip, and word of mouth has only strengthened that connection over time.

Asheville’s food renaissance grew directly from its craft beer culture and the region’s strong agricultural heritage. The city’s reputation as a culinary destination was built by local operators who treated food sourcing with the same seriousness as brewing. Today, Asheville’s grass-fed burger scene is one visible expression of that commitment to honest, locally rooted food culture.

Farm-to-Table Revolution in Burger Culture

The farm-to-table movement changed how Asheville residents and visitors think about a burger. What used to be a simple fast-food staple became a canvas for showcasing regional ingredients, ethical sourcing, and real culinary skill. Grass-fed beef from nearby farms replaced commodity patties. Locally baked buns replaced generic supermarket rolls. House-made sauces and seasonal toppings replaced factory condiments.

According to the USDA Economic Research Service (2022), consumer demand for locally sourced food grew by over 20% in the decade following 2010, with restaurants in food-forward cities leading that shift. Asheville was squarely at the center of that trend.

For Asheville’s burger culture specifically, the shift had two major effects. First, it raised the floor. Mediocre burgers became harder to justify when diners knew what a well-sourced patty tasted like. Second, it created a culture of transparency. Restaurants that named their farm partners and explained their sourcing decisions built trust with customers in a way that price promotions never could.

Hillman Beer’s Asheville grass-fed burger program reflects exactly this shift. The kitchen does not treat the burger as a filler menu item. It is a considered product, built from ingredients that have a clear origin and a consistent standard. That kind of intentionality did not happen in isolation. It happened because Asheville’s food culture demanded it.

“When consumers can connect a meal to a specific farm or region, they perceive both quality and value differently. That connection is not marketing. It is a genuine shift in how people experience food.”

Dr. Arlin Wasserman, Food Systems Consultant and former advisor to the USDA, speaking at the 2019 Culinary Institute of America symposium.

The farm-to-table movement fundamentally reshaped burger culture in Asheville by making local sourcing the standard rather than the exception. Grass-fed beef, seasonal toppings, and transparent supply chains became expectations for diners who grew up alongside the city’s culinary evolution. Hillman Beer’s burger program is a direct product of that cultural shift.

Breweries as Culinary Innovators

Craft breweries in Asheville did something that most people did not expect from taprooms: they built serious kitchens. This was not a universal trend across American brewing. Many breweries kept food as an afterthought, offering a limited snack menu to keep people at the bar longer. But a handful of Asheville operations recognized that food and beer could elevate each other, and they invested accordingly.

The result was a new category of dining experience. Not quite a restaurant. Not a basic bar. Something more like a public house in the British tradition: a place where the food, the drink, and the atmosphere each carried equal weight. According to the Brewers Association (2023), breweries that offer full food programs report significantly higher average visit durations and repeat customer rates compared to taproom-only operations.

Hillman Beer represents this model clearly. Both the Asheville location on Sweeten Creek Road and the Old Fort location operate full pub kitchens with menus that reflect the same sourcing philosophy as the beer program. The kitchen is not supplementary. It is part of the core offering.

This approach also helped Asheville’s breweries attract a broader audience. Families, non-drinkers, and food-first visitors who might have skipped a traditional taproom found genuine reasons to visit and stay. The brewery-as-dining-destination model turned a niche enthusiast category into a mainstream local experience.

Asheville breweries that invested in serious food programs helped redefine what a craft brewery could be, transforming taprooms into full dining destinations. Hillman Beer’s dual-location model, with complete pub kitchens at both sites, reflects this culinary commitment. This approach broadened the brewery’s appeal well beyond craft beer enthusiasts.

Hillman’s Grass-Fed Burger Journey

Hillman Beer’s commitment to quality burgers did not begin with a marketing strategy. It began with a family decision to do things right. When brothers Brad and Greig Hillman opened their Asheville brewery, they built the food program on the same principles as the beer: use quality ingredients, execute classic approaches with skill, and do not cut corners to save a few dollars.

The grass-fed burger at Hillman is the clearest expression of that philosophy. Grass-fed beef has a measurably different nutritional and flavor profile than grain-finished commodity beef. According to the National Institutes of Health (2020), grass-fed beef contains higher levels of omega-3 fatty acids and conjugated linoleic acid compared to conventionally raised cattle, alongside a more complex, clean flavor that many consumers prefer.

Hillman’s burger program reflects the brewery’s wider identity: traditional craftsmanship, quality sourcing, and consistency. The Wednesday Burger Special, which pairs a burger with a choice of side and a beer, has become a genuine tradition for regulars. It is simple, well-executed, and honest, which is exactly what the Hillman brand stands for.

The kitchen also offers house-made fries and chips, handcrafted sauces, and a rotating selection of seasonal toppings that reflect what is available locally at any given time. The locally sourced food menu changes to stay connected to the seasons rather than staying fixed for the sake of convenience.

“A brewery that treats its food program as an extension of its brewing philosophy is going to produce a fundamentally better dining experience. The same attention to ingredient quality that makes a great beer makes a great burger.”

Julia Herz, former Craft Beer Program Director at the Brewers Association and author on American craft beer culture.

Hillman Beer’s grass-fed burger program reflects the same founding values as the brewery itself: honest ingredients, skilled execution, and no shortcuts. The Wednesday Burger Special and the locally sourced menu have made the burger experience a central reason guests return to both Hillman locations. This commitment to quality is what separates Hillman’s food program from standard taproom fare.

The Community Impact of Quality Burgers

A great burger does more than satisfy hunger. In the right setting, it becomes a reason to gather, a shared experience that builds community over time. Hillman Beer’s approach to food has created exactly that kind of gravity. The brewery’s atmosphere, dog-friendly policy, and family-welcoming setup make it a natural meeting point for Asheville residents and visitors alike.

The community dimension of Hillman’s food program became especially visible after Hurricane Helene hit Western North Carolina in 2024. The Biltmore Village area, where the Sweeten Creek Road location sits, suffered significant flood damage. Many businesses in the neighborhood remained closed for months. Hillman Beer’s ability to reopen and continue serving its community was recognized by regulars as more than a commercial recovery. It was a signal that the brewery was a permanent part of the neighborhood’s fabric.

According to the Rural Health Information Hub (2021), locally owned food and beverage businesses contribute disproportionately to community resilience because of their embedded relationships with suppliers, employees, and customers. Hillman exemplifies this pattern across both its locations.

Events like weekly trivia nights, seasonal programming, and the consistent availability of good food at accessible price points have made Hillman’s taprooms function as genuine third places. The kind of locations where people feel at home without being at home.

Hillman Beer’s food program has created lasting community connections that extend well beyond the transaction of a meal. The brewery’s role as a gathering space, particularly its resilience following Hurricane Helene, reflects how quality food paired with genuine hospitality can anchor a neighborhood. For many Asheville residents, Hillman’s grass-fed burgers and pub menu are inseparable from their sense of local community.

Local Partnerships: The Backbone of Burger Excellence

The quality of Hillman Beer’s food program is not accidental. It is built on a deliberate sourcing philosophy that prioritizes suppliers within roughly 100 miles of Asheville. This commitment to regional supply chains keeps ingredient quality high while supporting the broader Western North Carolina agricultural economy.

Sourcing locally within that radius means the beef in Hillman’s burgers comes from farms where the ownership knows the land and the cattle. It means produce arrives at the kitchen in season rather than after extended cold-chain transport. It means the flavors on the plate reflect the specific character of this region, not a standardized national supply chain designed for maximum shelf life.

This model also creates accountability. When a brewery kitchen sources from local farms, both parties have a stake in the quality of the final product. Farmers who know their beef will end up in a named restaurant’s signature dish are more likely to maintain high standards. That relationship differs fundamentally from anonymous commodity purchasing.

The Old Fort location extends this philosophy into a smaller, more rural community, where local sourcing has even deeper roots and where Hillman’s presence helps sustain agricultural businesses that might otherwise struggle to find consistent restaurant buyers.

“Local sourcing is not just a food trend. For communities built around agriculture, a consistent restaurant buyer can be the difference between a farm staying in operation and closing. The economic multiplier effect of that relationship is significant.”

Ricardo Salvador, Director of Food and Environment at the Union of Concerned Scientists, in a 2021 essay on regional food systems.

Sourcing Approach	Local Farm Partnerships (Hillman Model)	National Commodity Supply Chain
Ingredient Traceability	Named farms within 100 miles	Aggregated, often unknown origin
Freshness	Seasonal, shorter transit	Extended cold-chain, longer shelf life
Community Economic Impact	Direct revenue to local farms	Revenue leaves the region
Flavor Profile	Reflects local terroir and season	Standardized for consistency
Price Stability	Subject to seasonal variation	More predictable but quality varies

Hillman Beer’s local sourcing philosophy, anchored in farm partnerships within 100 miles of Asheville, is the foundation of its burger quality. These relationships create accountability between producer and kitchen that national commodity supply chains cannot replicate. By keeping its supply chain regional, Hillman’s food program supports the broader Western North Carolina agricultural community while delivering a better product to the guest.

The Future of Asheville’s Burger Scene

Asheville’s burger culture is not standing still. The same forces that built it, local sourcing, craft quality standards, and community-centered hospitality, are now pushing it toward greater sustainability and more intentional food practices. The next chapter for Asheville’s burger scene will likely be written by operators willing to invest in long-term relationships with producers rather than chasing short-term trends.

Regenerative agriculture is emerging as the next significant influence on how premium burgers are sourced. Unlike conventional or even standard organic farming, regenerative practices focus on rebuilding soil health and carbon sequestration. According to the Rodale Institute (2022), regeneratively managed beef operations can sequester enough carbon to offset a significant portion of their production emissions, making them genuinely more sustainable than the standard grass-fed model.

For Asheville breweries and restaurants at the front of the sourcing conversation, this is a natural progression. Hillman Beer’s existing commitment to quality and local partnerships positions it well to adopt and advocate for these emerging standards as they become more accessible to regional farms.

Beyond sourcing, the experience around the burger will continue to matter. Asheville’s dining culture rewards places that feel genuinely lived-in, where the staff knows the regulars, the food reflects the season, and the atmosphere does not feel manufactured. Hillman Beer’s two locations, the Asheville taproom and the Old Fort location, embody exactly that quality. The tagline “We’ve saved a seat for you” is not a slogan. It is a description of how both locations actually operate.

Asheville’s grass-fed burger scene has moved from hidden gem to culinary destination. The next phase belongs to those who continue building it with the same integrity that got it here.

The future of Asheville’s burger scene points toward deeper sustainability practices, stronger producer relationships, and experiences that prioritize authenticity over novelty. Hillman Beer’s local sourcing model and community-rooted hospitality make it well-placed to remain a defining voice in that evolution. Asheville’s identity as a culinary destination will continue to be shaped by operators who treat every detail of the guest experience, including the burger, with genuine craft.

Frequently Asked Questions

What makes Hillman Beer’s burgers different from other Asheville restaurants?

Hillman Beer sources grass-fed beef from farms within roughly 100 miles of Asheville, pairs it with locally sourced toppings and house-made accompaniments, and serves it in a genuine pub atmosphere built around quality and comfort. The brewery treats its food program with the same seriousness as its award-winning beer program, which translates into a noticeably higher quality dining experience. The Wednesday Burger Special is a particular favorite among regulars.

Does Hillman Beer have two locations?

Yes. Hillman Beer operates two locations: the original brewery at 25 Sweeten Creek Road in Asheville near Biltmore Village, and a second location at 78 Catawba Avenue in Old Fort, NC. Both feature full pub kitchens, a full beer selection, and the same family-owned hospitality. Both locations are also family-friendly and welcome well-behaved leashed dogs.

What is a grass-fed burger and why does it matter?

Grass-fed beef comes from cattle raised on pasture rather than grain-based feedlots. It tends to have a leaner, more complex flavor profile and contains higher levels of beneficial fatty acids compared to conventionally raised beef. For diners in Asheville’s farm-to-table culture, grass-fed sourcing also carries an ethical dimension: it reflects a commitment to animal welfare and sustainable land management that aligns with the broader values of the local food community.

Is Hillman Beer a good option for families visiting Asheville?

Hillman Beer welcomes families at both locations. The menu includes options that work well for younger diners, and the relaxed pub atmosphere is genuinely inclusive rather than bar-first. The Sweeten Creek Road location also has creekside outdoor seating that makes it a comfortable choice for families looking for a casual meal alongside craft beer. Dogs on leashes are welcome too, which many visiting families appreciate.

How did Asheville become known for its food scene?

Asheville’s culinary reputation grew from a combination of factors: a strong agricultural region surrounding it, a community that prioritized independent and locally owned businesses, and a craft brewery scene that attracted visitors who then discovered the broader food offerings. Over roughly fifteen years, the city moved from a regional beer destination to a nationally recognized culinary stop, with farm-to-table practices and locally sourced menus at the center of its identity.

Can I visit Hillman Beer after Hurricane Helene?

Yes. Hillman Beer’s Asheville location on Sweeten Creek Road reopened following Hurricane Helene in 2024 and continues to operate. The brewery’s return to service was an important moment for the local community, and guests are encouraged to visit and support the business as Biltmore Village continues its recovery. The Old Fort location was not impacted and has remained in continuous operation.

What awards has Hillman Beer won?

Hillman Beer earned three consecutive medals at the Great American Beer Festival for their ESB, or Extra Special Bitter: a Bronze in 2017, a Silver in 2018, and a Gold in 2019. This level of recognition at one of North America’s most prestigious beer competitions reflects the consistent brewing quality that defines the Hillman approach. Their food program has earned its own reputation through guest reviews and word-of-mouth rather than formal competition.

How can I contact Hillman Beer?

You can reach Hillman Beer by phone at (828) 505-1312. The team is happy to answer questions about the menu, current hours, events, or either location. Hillman Beer also maintains an active presence online where you can find current menus and event listings for both the Asheville and Old Fort taprooms.

What Guests Are Saying

“I had a burger with a kale salad, and it was really good. The salad was especially great, truly healthy and just the way I like it. My husband had the turkey Reuben with chips and loved it. The beers were cold and very good. Everyone was happy, welcoming, and super friendly. A great place to support while visiting the area.”

Cecilia Davis, Realtor, Sewell Electric and HVAC

“We drove 2.5 hours to get to Asheville and after reading through all the options, we landed at Hillman’s to start our adventure. It was exactly what we wanted. Super good atmosphere, really good food and super good beer! There is plenty of seating in the front, but the back with the picnic tables was where we chose to enjoy our food and drink. Dogs are allowed and many were with their human friends during our time there. Will certainly return!”

Michael Barnes, verified guest

“Loves the service and the beer. The wings and burger were quite good as well! I’m a bit picky about my burger buns and these were top notch.”

Julie Stevens, verified guest

“Hubby enjoyed the Wednesday Burger Special (burger, choice of side, choice of beer) and I had the Rice Bowl with grilled chicken. As usual, everything was great. So glad they were able to re-open after Hurricane Helene. Stop in and support this great local business!”

India Watson, verified guest

“Oh this place is a gem! Great selection of beer that folks enjoyed, but the food was SO DELICIOUS. The chicken sandwich was fabulous. Fries and chips were homemade too! Lots of seating for big groups. In the back of the building there is seating next to a stream for a quieter, relaxed spot to enjoy beverages and food.”

Steve Stanek, verified guest

“This may be my favorite brewery in the Asheville area. There is plenty of indoor and outdoor seating; there were people with kids and people with pets; it just feels like a community.”

Gary Coovert, verified guest

Key Takeaways

• Asheville built its reputation as a culinary destination on the same foundation as its beer scene: independent operators, local sourcing, and a genuine community culture.
• Farm-to-table sourcing raised the bar for burger quality across Asheville, making grass-fed beef and transparent supply chains an expectation rather than a premium add-on.
• Craft breweries that invested in serious food programs, like Hillman Beer, expanded the definition of what a taproom visit could be.
• Hillman Beer’s grass-fed burgers are built on local farm partnerships within 100 miles of Asheville, supporting regional agriculture while delivering consistent quality.
• Hillman Beer’s community presence, family-friendly atmosphere, and post-Helene resilience reflect a brewery that is rooted in more than just beer.

Come See What a Real Pub Burger Tastes Like

Asheville’s burger scene has a story, and Hillman Beer is one of its most honest chapters. Whether you are visiting the city for the first time or you have been a local for years, there is a seat waiting for you. The grass-fed burger is on the menu, the beer is cold, and the atmosphere is exactly what it looks like: a place where people gather because it genuinely feels good to be there.

Visit Hillman Beer at 25 Sweeten Creek Road in Asheville or at 78 Catawba Avenue in Old Fort. Call ahead at (828) 505-1312 or browse the current menu and upcoming events at hillmanbeer.com.

We’ve saved a seat for you.