Raise a Glass to the Drink Scene in Johnson City

Fuel Marketing

Nestled in the bustling heart of downtown Johnson City stands the vibrant Yee-Haw Brewing Co., a beacon of craft beer excellence since its inception in 2015. Housed within the storied walls of a historic Tweetsie train depot, this taproom is more than just a watering hole – it’s a testament to the fusion of tradition and forward-thinking business acumen. 

Yee-Haw is a part of a vibrant drink scene in Johnson City, where visitors and residents love to explore a wide array of craft beverages.

The Yee-Haw Experience

While the brewery began in Johnson City, the brand continues to grow and expand in cities including Knoxville, Nashville and Greenville, South Carolina. “We expect to open two more locations by the end of 2025,” says David McDaniel, Yee-Haw Brewing taproom manager. 

The secret to Yee-Haw’s success is that it is more than just a brewery; it’s an experience. Step inside the Johnson City location, and you’re greeted not only by the aroma of freshly crafted beer but also by the delicious delights of the onsite White Duck Taco Shop, offering an array of 16 different tacos, from the classic BLT to the fiery shrimp diablo. 

But it’s the craft beers that bring most customers to Yee-Haw, and the brewery’s year-round lineup includes lagers, pilsners, Mexican cerveza, Kolsch and IPAs. 

The taproom and restaurant lead to an outdoor patio, where on any given night, there are sports playing from the TVs, music coming from local musicians or trivia being doled out on stage. It’s a family-friendly environment, where old friends and new come to relax. 

As someone who lives in the region, McDaniel knows all too well that Johnson City continues to attract more residents and visitors. 

“Our clientele is about 70% locals and 30% visitors traveling through the area,” McDaniel says. “The Johnson City taproom is now in its ninth year, and other than during the pandemic, this location has grown revenue-wise every year.” 

Whether staying or visiting, a cold craft brew is the perfect ending to a day spent hiking nearby mountains or biking the neighboring Tweetsie Trail. And, lucky for them, visitors might relive their fun in Johnson City by picking up a Yee-Haw brew near them. Select retail stores in East Tennessee, Middle Tennessee, Western Virginia and Greenville keep the product on their shelves. 

Johnson City Brewing: Igniting an Industry 

Another brewery in the region that happens to be the longest-running is Johnson City Brewing Co., which opened in 2014. It evolved from the Peyton Street Beer Club, a monthly gathering at Eric and Kat Latham’s house. 

“We would invite folks to share different beers and food,” Eric says. “But it was mostly about community and friendship.” 

After moving to East Tennessee, the Lathams started looking for a place to set up a brewery and eventually chose downtown. Johnson City Brewing allows Kat and him to combine their passions. 

“Craft breweries bring the community together,” Eric says. “Breweries support creativity, art, music, food and the local economy. When folks visit Johnson City, they ask about the local breweries. People like to be together, have a pint and feel like they are part of the community.” 

Johnson City Brewing continues to expand, too, with a production facility and taproom downtown and another taproom 8 miles northwest of Johnson City. 

The brewery participates in an annual spring ritual, the Thirsty Orange Beer Festival. It’s the city’s oldest beer festival showcasing the region’s finest craft brewers. 

Waterfront Group: Wonderful Wines

Beer isn’t the only craft drink gaining traction in the region. East Tennessee’s wine industry is also attracting attention. 

In 2012, a local couple purchased an old schoolhouse located about 40 miles east of Johnson City. They transformed it into the Watauga Lake Winery and then sold it in 2020 to the Waterfront Group, a land development and second-home marketing company. 

While Watauga Lake Winery features a cozy restored 1940s schoolhouse in a stunning mountain location, a five-minute drive leads to Villa Nove Vineyards and an atmosphere more like Tuscany, Italy. This winery is also owned by the Waterfront Group, and Villa Nove’s winemaker, Joe Smith, credits the vineyard’s location for its excellent growing conditions. 

“Situated on Dry Hill Road, the site echoes its name,” Smith says. “We receive far less rain than areas just a mile away. Less rain means a cleaner canopy and the opportunity for grapes to ripen better than other areas in the South.” 

All three businesses agree that practicing this craft in the Appalachian Mountains is icing on the keg. 

“Johnson City is a beautiful place to live geographically,” Eric says. “But it’s also beautiful demographically. You’ve got people living here from around the world with a variety of experiences, which enriches our community.”