Highland Brewing Company

Social Media & Content Creator

Instagram (@highlandbrewing), Facebook (Highland Brewing Co), LinkedIn, TikTok · 2026–present

Scope: content strategy · concept · photography & visual direction · editing · community management · paid Meta campaigns · influencer & creator partnerships

The brand & the challenge

Highland is Asheville's original craft brewery: a heritage brand with a large, established audience across a four-state footprint. With a mature community the challenge isn't starting from zero; it's keeping a 60,000-plus following genuinely engaged while still winning new reach, and making a decades-old brewery feel present and scroll-stopping without losing what made people loyal in the first place.

The strategy

I build Highland's social around one principle: the brand is ambient, the audience's life is the subject. Instead of product ads, the content lives inside the moments Highland belongs to: the campus, the community, the cultural calendar. The beer in the scene, not the pitch. Reels carry the reach to new audiences; carousels deepen retention with the existing community; and owned photography and visual direction, produced in-house, give the whole feed a consistent, recognizable look. Concepts tie a real brand truth to a cultural moment like the World Cup, St. Patrick's Day, everyday Asheville life so the content reads as native to the audience's world rather than broadcast at it.

The results

Instagram: 67,500 followers, +5,000 net new (8% growth). 4M views and 484,500 unique accounts reached; 62,600 content interactions. A reach engagement rate of 12.92% — four to twelve times the 1–3% industry standard for this tier — and an 8.2x replay multiplier, meaning content was rewatched and reshared far past first view. Period over period, views climbed 10,600% and interactions 7,900%.

Facebook: 63,000 followers, +2,000 net new. 9.5M views and 2.9M unique viewers; 29,100 interactions at a 1.00% viewer engagement rate, a strong baseline for broad algorithmic reach, alongside a high follower engagement rate that points to a loyal, retained core.