Sierra Nevada, New Belgium cautiously move in on Asheville event sponsorships
Even before Highland Brewing opened in 1994, such distributors as Budweiser of Asheville were supporting events like Bele Chere. Later, sponsorships helped promote the local breweries and forged a strong link to the community. Now, Sierra Nevada and New Belgium brewing companies are joining the Asheville beer community, and, no surprise, both are already stepping in to sponsor big events.
