The evolving landscape of American craft breweries has long transcended the simple act of producing and pouring pints. Today, successful operations increasingly rely on immersive guest experiences that blend outdoor recreation, live entertainment, and elevated culinary programs. Embodying this comprehensive destination model, Highland Brewing Company—widely recognized as a pioneer of the craft beer movement in the American South—has announced the upcoming fall debut of its newest dining concept, Oscar’s Pizza. Situated on the brewery’s expansive 40-acre campus in Asheville, North Carolina, the new restaurant serves as a permanent, flavor-forward tribute to the company’s late founder, Oscar Wong.
The launch of Oscar’s Pizza represents a strategic milestone in the continuous development of Highland Brewing’s property. As the campus expands to incorporate diverse forms of recreation and community engagement, the introduction of an in-house pizzeria bridges the gap between the brewery’s storied history and its modern operational vision. By blending historical homage with contemporary culinary techniques, the enterprise aims to offer visitors a multifaceted destination that honors the foundational principles established three decades ago.
Chronology of the Launch and Rollout Phases
The rollout of Oscar’s Pizza is carefully scheduled to coincide with major milestones on the brewery’s operational calendar, maximizing initial visibility among loyal patrons and visitors alike. The establishment will debut via a soft opening phase featuring a specialized event menu. This preliminary launch is timed to coincide with the highly anticipated 30th Anniversary Cold Mountain weekend, scheduled for November 13 through November 15. The seasonal release of Cold Mountain ale routinely draws thousands of visitors to the Asheville campus, making it an ideal proving ground for the new kitchen staff.
Following the initial weekend preview, Oscar’s Pizza will operate through the transition period leading up to Thanksgiving week, at which point it will officially open to the general public with a significantly expanded, robust menu. To cement the restaurant’s presence within the local dining scene, Highland Brewing has scheduled an official grand opening celebration for December. This staggered timeline allows the culinary team to refine operations, test high-volume execution capabilities, and seamlessly integrate the dining room experience with the existing taproom infrastructure.
Culinary Leadership and Style Influences
At the heart of Oscar’s Pizza is a leadership team boasting decades of specialized restaurant experience, high-volume kitchen management, and a deep-rooted passion for regional American and Italian pizza styles. The concept is spearheaded by Guest Experience Director Chris Genua, working in close collaboration with Head Chef Adam Jones.
Genua brings a lifelong dedication to Southern Italian cooking and pizzeria culture to the Highland campus. A first-generation Italian American raised in Philadelphia, Genua’s culinary education began in early childhood alongside his grandmother before expanding through family ties in Italy. After relocating to New York City, he spent twelve years deeply immersed in the metropolitan pizza and restaurant scene. His professional credentials include serving as the opening general manager of Brooklyn’s acclaimed establishment, The Double Windsor, where he spent six years helping to shape the food program. Following his move to Asheville, Genua further solidified his regional reputation by leading the pizza concept for White Labs Brewing Co.
At Oscar’s Pizza, Genua synthesizes these formative experiences—drawing directly from the culinary traditions of Philadelphia, New York, and Southern Italian households—to craft his distinct interpretation of New Haven-style pizza.
Partnering with Genua in the kitchen is Head Chef Adam Jones, a native of Hickory, North Carolina. Jones moved to Asheville to pursue formal culinary training and subsequently built a diverse career across prominent kitchens in Asheville, Charleston, Denver, and Dallas. His professional background centers on launching novel restaurant concepts and directing high-volume kitchen operations, an expertise defined by mathematical precision, creative recipe development, and consistent execution under peak pressure.
The Culinary Menu and Heritage Tributes
The menu at Oscar’s Pizza focuses primarily on made-from-scratch thin and crispy pies, complemented by an array of freshly prepared salads and shareable plates. Rather than attempting to replicate a single regional style, the menu acts as a narrative canvas honoring the life and background of namesake Oscar Wong.
The tribute to Wong extends down to the packaging details. Wong’s initial encounter with pizza occurred after he immigrated from Jamaica to attend the University of Notre Dame in the 1950s. Unfamiliar with the standard customs of takeout containers, he famously carried his first pizza box home sideways under his arm—an anecdote that now graces the exterior of the restaurant’s custom boxes. Furthermore, the menu incorporates flavor profiles that nod directly to Wong’s unique multicultural heritage, highlighted by specialty offerings such as a chili-crisp and jerk-seasoned meatball pizza.
Naturally, the culinary offerings are engineered to pair seamlessly with Highland Brewing’s flagship beverage portfolio. The kitchen and bar staffs have collaborated to provide formal pairing suggestions, guiding guests toward optimal flavor combinations with established taproom staples such as the Gaelic Amber Ale, AVL IPA, and Highland Pilsner.
The Legacy of Oscar Wong and the Evolution of Highland Brewing
The establishment of Oscar’s Pizza serves as a poignant reminder of the transformative impact Oscar Wong had on the southern craft beverage industry. In 1994, Wong retired from his career as an engineer at the age of 54 and decided to enter the commercial brewing sector. Operating out of the basement of Barley’s, a downtown Asheville pub, he utilized refurbished dairy equipment to brew what is widely recognized as Asheville’s first modern craft beer: Gaelic Amber Ale.
Over the subsequent decades, Wong’s endeavor evolved from a modest basement operation into a regional powerhouse. He earned the moniker "The Godfather of Asheville Craft Beer," paving the way for the city’s emergence as a nationally renowned hub for craft brewing and a significant economic driver for Western North Carolina. Following Wong’s passing in 2025, the brewery remains firmly rooted in his foundational ethos of hospitality, community stewardship, and high-quality production.
Leah Wong Ashburn, Wong’s daughter and the current President and CEO of Highland Brewing, emphasized the philosophical alignment between her father’s life work and the new restaurant. "He was one of the craft beer pioneers of the American South, and his commitment to high-quality beer was matched by the care he showed for his community, our staff, our family, and the people he mentored," Ashburn stated. "Oscar’s Pizza is one way that we can keep nourishing our community in his memory."
Broader Campus Expansion and Economic Implications
The introduction of Oscar’s Pizza is the latest milestone in Highland Brewing’s ongoing master plan to transform its 40-acre campus into an all-encompassing destination for recreation, retail, and entertainment. Over recent years, the property has systematically diversified its offerings beyond traditional brewery operations.
The site recently welcomed a permanent retail location for Black Dome Outfitters, anchoring the campus’s focus on outdoor recreation. Looking toward future development, Cultivate Climbing has announced plans to expand its footprint on the property with the construction of a substantial 20,000-square-foot rope-climbing facility, complete with towering 45-foot walls.
This strategic diversification reflects broader national trends within the craft beverage sector. As market saturation and shifting consumer demographics challenge traditional taproom business models, breweries are increasingly leveraging physical assets to create multi-use lifestyle destinations. By integrating food service, outdoor gear retail, active recreation, and cultural events into a single cohesive campus, Highland Brewing mitigates market volatility while enhancing the overall consumer lifetime value per visitor.
Ultimately, Oscar’s Pizza encapsulates the enduring spirit of collaboration and hospitality that defined Oscar Wong’s career. By merging rigorous culinary craftsmanship with personal historical narratives, Highland Brewing has created a dining concept designed to anchor the next era of growth for its Asheville campus.
