Mode of Program Participation
Academic Scholarship
Participation Type
Paper
Presentation #1 Title
Crafting Asheville: How Beer Saved an Appalachian City
Presentation #1 Abstract or Summary
Since the mid-1990s, Asheville, North Carolina has seen explosive economic growth and national recognition for its local culture and status as a tourist destination. Though the spark for this sudden ignition of success is complex, the craft beer industry’s entry into the Asheville landscape coincides with this initial boom and has thrived in the resultant decades. This paper explores the parallel history of the development, challenges, and recent prosperity of the American beer industry and Asheville, North Carolina. Through this historical perspective, a coincidental series of events can be seen developing towards the future partnership that is seen today. From early successes with the innovation in rail transport, to the challenge of alcohol prohibition and the great depression, the city and the industry blossomed and stumbled in tandem. The American beer industry would emerge from prohibition with few major players, opening the door for the now growing craft beer industry. Asheville’s unique art deco architectural style would never have survived seventy years of development if not for a halt to construction during the depression, contributing to its tourism industry today. Since the introduction of craft beer to Asheville, NC in 1994, the number of these local businesses has increased to nearly thirty breweries. By embracing Asheville’s Appalachian setting, the craft beer industry in the city contributes to the preservation of its culture while allowing for economic prosperity.
At-A-Glance Bio- Presenter #1
Christopher McCloud is a History major at Radford University and was raised in Floyd, Virginia. In addition to his studies, he is the designer for Floyd County Moonshine, an Appalachian themed literary magazine.
Crafting Asheville: How Beer Saved an Appalachian City
Since the mid-1990s, Asheville, North Carolina has seen explosive economic growth and national recognition for its local culture and status as a tourist destination. Though the spark for this sudden ignition of success is complex, the craft beer industry’s entry into the Asheville landscape coincides with this initial boom and has thrived in the resultant decades. This paper explores the parallel history of the development, challenges, and recent prosperity of the American beer industry and Asheville, North Carolina. Through this historical perspective, a coincidental series of events can be seen developing towards the future partnership that is seen today. From early successes with the innovation in rail transport, to the challenge of alcohol prohibition and the great depression, the city and the industry blossomed and stumbled in tandem. The American beer industry would emerge from prohibition with few major players, opening the door for the now growing craft beer industry. Asheville’s unique art deco architectural style would never have survived seventy years of development if not for a halt to construction during the depression, contributing to its tourism industry today. Since the introduction of craft beer to Asheville, NC in 1994, the number of these local businesses has increased to nearly thirty breweries. By embracing Asheville’s Appalachian setting, the craft beer industry in the city contributes to the preservation of its culture while allowing for economic prosperity.
