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What Does It Mean to Be an Asian American Brewer?
  + stars: | 2023-06-23 | by ( T.M. Brown | ) www.nytimes.com   time to read: +1 min
In 1994, Leah Wong Ashburn’s father, Oscar, did something very few, if any, Chinese Americans had tried before: He opened a craft brewery. Mr. Wong, who immigrated to the United States from Jamaica in the 1960s, had retired to Asheville, N.C., after a long and successful career running an engineering firm. Beer wasn’t on his mind until a friend and local brewer proposed starting their own operation — the city’s first since Prohibition. “There weren’t very many of us around back then.”Though demographics in the craft beer industry have slowly shifted since Highland opened its doors nearly 30 years ago, it is still a world dominated by white owners. According to data from the Brewers Association, only 2 percent of breweries in the United States are owned by Asian Americans like the Wongs.
Persons: Leah Wong Ashburn’s, Oscar, Wong, Beer wasn’t, , Wong Ashburn Organizations: Asheville, Prohibition, Brewing, Highland, Brewers Association Locations: United States, Jamaica, N.C, Asian
The latter, he said, “broke through” during the Super Bowl, but “needs time and commitment” to grow. In recent years, customers have been increasingly choosing premium or Mexican lagers, putting Bud Light out of favor with some beer drinkers. Garbe said the beer is the company’s “number 1 growth engine” and is soon set to overtake Bud Light in sales. Fox, which will broadcast Super Bowl LVII, is reportedly charging $7 million for a 30-second spot during the February 12 game in Glendale, Arizona. Liquor giant Diageo (DEO) is making its Super Bowl debut this year with an ad for Crown Royal whisky.
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