HopFly Brewing Opens Asheville Taproom and Kitchen
The addition of a commercial kitchen and performance space signals a shift toward an integrated hospitality model.
Updated on Oct. 30, 2026 in Openings & Closings
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HopFly Brewing has expanded its footprint by opening a new taproom and performance venue at 101 S. Lexington Ave. in Asheville. This location marks the brewery's third taproom and introduces its first in-house kitchen, signaling a shift toward a broader hospitality-focused business model.
Why it matters
The move demonstrates a strategic pivot from a beverage-only manufacturing focus to a comprehensive hospitality experience. Operators in the competitive craft beer sector can observe this shift as companies look to diversify revenue streams through integrated dining and entertainment amenities.
The firm now operates 3 taprooms across North Carolina, marking a growth milestone for the brand. The menu at the new Asheville location features items such as $10 cheese balls and $19 BBQ shrimp skewers.
The players
HopFly Brewing
A craft beer producer originally from Rocky Mount that now maintains its headquarters in Charlotte and operates three taproom locations.
The details
The facility at 101 S. Lexington Ave. underwent extensive interior and exterior renovations to create an integrated destination. The build-out includes a natural beer garden with a water feature, an extended deck, and a dedicated performance space branded as The Hook. By adding a commercial kitchen, HopFly Brewing aims to capture increased dwell time, moving away from its previous reliance on distribution and pure taproom models.
Timeline
2017: Business established in Rocky Mount.
2022: Headquarters and manufacturing moved to Charlotte.
October 28, 2026: Friends and family preview event held.
October 30, 2026: Public opening of the Asheville taproom.
Market Landscape
This expansion follows the industry trend of adding hospitality amenities to differentiate in saturated craft beer markets. It marks a departure from the brewery's initial production-heavy focus established during its 2017 founding.
Local operators should note the investment in exterior amenities and on-site dining as a primary strategy for increasing customer retention. Owners in the hospitality space may evaluate if their current revenue mix can support similar transitions into full-service offerings.
The takeaway
The brewery's strategy highlights the growing necessity of integrating event space and dining to remain competitive in modern beverage retail. Monitor the integration of live performance venues as a recurring method for building localized community engagement and extended brand loyalty.
Further reading
For more on new commercial activity in the city, visit Asheville Openings & Closings.
Source note: This article includes information reported by The Asheville Citizen Times.
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