General Manager – Highland at The S&W Market

Highland Brewing Company

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Some Quick Facts about Highland Brewing

  • Quality beer – always
  • Proudly regional - we distribute only in the Southeast
  • Pioneers - First legal brewery in Asheville since Prohibition
  • Largest native NC brewer
  • We honor features of the Southern Appalachian landscape with seasonal beers, a hike, and a fund-raising release party for each seasonal beer – all in partnership with the Southern Appalachian Highlands Conservancy
  • 5th largest female-led craft brewery in the US
  • 6th largest craft brewing solar array in the US



Sustainability Efforts

Our largest effort was our solar array. Under peak conditions the system can create up to 324 kW DC - more power than we can use on sunny days. The expansive roof is now about half covered by panels and is in full view from the rooftop bar.

  • Beautiful 16-foot white oak bar tops in the Event Center were harvested from our property.
  • 6th largest solar array of all independent, craft breweries in the USA
  • 22nd largest brewery solar array in the world  



The S&W Market is Asheville North Carolina’s first food hall and will include 5 food kiosks, independently operated, in addition to Highland’s main level bar kiosk and mezzanine level grand bar. Located in a historic building in the heart of downtown Asheville, Highland at the S&W Market represents the sole outpost for our 27-year-old brewery.

This job has two distinct parts:

About two months prior to opening, the Manager is responsible to prepare for and successfully launch Highland’s bar operations at the S&W Market in alignment with Highland’s brand standards creating a complimentary destination to Highland’s east Asheville brewery taproom.

After opening, the Manager is responsible for oversight of Highland’s bar operations at the S&W Market maintaining excellent customer service while delivering business leadership and consistency aligned with the Highland brand – high quality, lively, enthusiastic, authentic, forward-thinking.




Open Highland at the S&W Market

  • Manage vendors needed to launch bar operations at the S&W including costing and budgeting
  • Collaborate with the Hospitality Director to create systems for service in alignment with the S&W Market owners and other food hall partners
  • Oversee purchase of opening barware, menus, and other supplies specific to the S&W location
  • Assist with developing and maintaining a hospitality training manual specific to S&W location
  • Oversee hiring, onboarding and training of new hires specific to the S&W location
  • Oversee permitting specific to bar operations for Highland 2 bars at the S&W Market
  • Assist in developing the operational budget to meet all bar-related financial goals (supplies, beverage, labor, revenue, margins) while identifying course corrections and new opportunities)
  • Create the opening POS system including device procurement and menu creation


Manage 2 bars (upper and lower) at Highland at the S&W Market


  • Sells and serves HBC products in only a responsible, professional, and first-class manner
  • Demonstrate and enforce Highland’s service standards to maintain a positive, collaborative work environment and promotes Highland’s inclusive cultural environment
  • Manage and schedule Highland at S&W hospitality staff appropriately and effectively
  • Responsible for Highland at S&W hospitality staff biweekly timecard approvals
  • Schedules regular staff meetings and maintains clear and consistent communication with staff
  • Develop sales initiatives and upsell opportunities for team execution to ensure revenue goals are met or exceeded and guests are inspired to take Highland goods home
  • Oversee the merchandise area to ensure a highly visible, profitable, on-brand retail experience with competitive pricing and organized inventory
  • Builds relationships with all food vendors and ensures cross-training
    • Provides food vendors with new and limited release beer information
    • Ensures bar staff is familiar with all food offerings and suggested pairings
  • Assesses potential liabilities and security in upper and lower bars and works with local ALE and law enforcement to ensure compliance
  • Oversees reconciliation of money, including protocols for staff and a corrective-action system when funds are not properly reconciled
  • Responsible for draft inventory - Works with Distribution in planning beer orders and arrivals at S&W, likely multiple times a week
  • Collaborate with the Bar Operations Coordinator to manage year-round, seasonal, and small batch beer inventory, beer release schedules, wine and non-Highland beverage offerings
  • Responsible for ordering glassware, bar supplies, menus, and service equipment
  • Ensure preventive maintenance and proper treatment of every aspect of the bars - coolers, draft systems, ice, water, bathrooms,
  • Facilitate quarterly inventory accurately and efficiently
  • Analyze revenue and expenses to accurately report pacing to Hospitality Director
  • Oversee beer releases and special events that elevate our beer and engage the community
  • Show mastery in POS software and retail operating systems including menu updates
  • Serve as manager on duty (MOD) during public open hours, as needed, and proactively monitor daily service recognizing opportunities for the growth of Highland’s guest experience
  • Guide guests through Highland’s array of craft beer in accordance with brand standards
  • Anticipate guest needs proactively and conscientiously in a dynamic environment which may include bar service, selling merchandise, clearing/cleaning tables, and serving guests at tables
  • Maintain knowledge of the Highland brand story, beer styles, brewery amenities, and family history to educate and communicate our mission and vision to guests
  • Actively engage with downtown Asheville businesses, associations, hotels and tourism resources to partner, collaborate and encourage visitors to seek out Highland at the S&W Market
  • Perform other duties as needed and assigned





  • Bachelor’s degree in Hospitality Management, Business, or comparable field required



  • Experience with leading the preparation of opening a new bar or similar full-service hospitality establishment is a must 
  • Three years of bar management is required and experience in a craft brewery is preferred
  • Enthusiasm for craft beer and delivering an incredible guest experience is required
  • Experience working in hospitality under North Carolina COVID requirements is preferred


    Specific Knowledge, Skills, and Abilities:

  • Must be at least 21 years of age in accordance with NC ABC laws 
  • Understand and adhere to NC alcohol laws and permits specific to Highland at the S&W
  • Ability to manage cash and other Highland assets
  • Working knowledge of draft and refrigeration systems, line cleaning procedures, general maintenance and repair of those systems
  • Ability to maintain trustworthy and honest relationships
  • Ability to complete projects in a cost-efficient manner
  • Strong work ethic and ability to take initiative in delivering exceptional guest service with pride
  • Pleasant yet assertive personality with the ability to work with all types of people
  • Open minded and flexible with the ability to adapt quickly with new skills and procedures
  • Excellent time management with the ability to manage and prioritize multiple tasks
  • Excellent verbal and written communication skills
  • Must have reliable transportation and a valid driver’s license
  • Proficiency in Microsoft Office applications, including Teams and Excel
  • Cicerone server level one certification required within one year of employment


Working Conditions: 

As this position is working in a bar environment within a historic building, the physical demands of this role include, but are not limited to:

  • Standing for long periods of time and using stairs often
  • Bending, twisting, reaching overhead, lifting up to 30lbs frequently & up to 50lbs occasionally
  • Working with cleaning chemicals
  • Working in both indoor and outdoor service areas with inclement weather at times


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