Tucked beneath Chattanooga’s iconic Walnut Street Bridge, Pedestrian Wine and Cheese has turned a busy corner of Frazier Avenue into an inviting destination for wine lovers, cheese enthusiasts and curious passersby.
The business, which held its grand opening and ribbon-cutting with the Chattanooga Area Chamber of Commerce this month, offers more than bottles and bites – it’s also a celebration of art and community.
At first glance, Pedestrian Wine and Cheese might seem like a boutique liquor store. And – technically – it is. It’s licensed to sell wine, beer and spirits. But its ethos is anything but conventional.
The concept centers on offering independent wines – lesser-known varietals from lesser-known regions – and thoughtfully curated food pairings.
With its clean white walls and striking splashes of local artwork, the space is both gallery and gathering spot.
“We knew we would need some color in here besides the color of the wine,” says owner Bill Reed, referencing the vivid pieces currently on display by local artist Jeweli Eslinger. The gallery-style wall will rotate every few months and feature one artist at a time. All works are for sale – with proceeds going directly to the artists.
Beyond the aesthetics, the heart of Pedestrian Wine and Cheese lies in the education and accessibility offered. A long tasting bar where visitors are encouraged to “sip before they commit” anchors the space. Selected bottles are tagged with personalized notes – sometimes standard tasting descriptors, sometimes suggestions like “Taste this at the bar.”
This interactive approach allows customers to explore varietals from unexpected regions, such as a German pinot noir or a natural wine from Cyprus, says Reed.
“We want people to be able to taste a wine to see if they love it or hate it,” he says, describing a typical day where guests can sample two-ounce pours, ask questions and learn from the staff or special guests.
Regular tastings will spotlight producers with distinctive philosophies and diverse regional backgrounds. One recent gathering featured a wine producer from Mexico presenting his natural wines. Next month, a California winemaker will join by Zoom to explore Santa Barbara selections. In July, the store will expand into hands-on experiences with fresh cheese-making classes.
That focus on pairing extends to the food, which showcases both local and thoughtfully sourced artisanal items. Reed’s background as a cheese monger shines through the curated cheese offerings, which include housemade selections as well as cheeses from New England and beyond.
A standout pairing features a German-style off-dry Riesling with a country pork pâté from Three Little Pigs Charcuterie. Another matches a Vermont smoked cheddar with a German pinot noir.
Reed says the name of his shop emphasizes its dual identity as both a retail experience and a neighborhood hub.
“We called it ‘Pedestrian Wine and Cheese’ not just because we’re right by the walking bridge but also because of the walkable vibe of the North Shore and all the great people around here.”
Reed’s vision for the store was informed by his work in New York and Chattanooga. For more than 20 years, Reed and his wife, Pamela, lived in Brooklyn, where they operated multiple food and beverage businesses, including a wine and cheese bar, a Southern comfort restaurant and an event space.
The Reeds sold their concerns just before COVID hit and then relocated – first to Florida and then to Chattanooga, which they discovered on a road trip and immediately loved. Once they settled in, the charm and walkability of the North Shore drew them in.
“Our kids go to Normal Park and hit Clumpies every week, and we’re at the park almost daily,” he says. “We live within walking distance of the shop, so it’s part of our everyday life.”
Their appreciation for a walkable community – shaped ironically by years spent navigating a congested Brooklyn – aligns with Chattanooga’s own urban evolution. “Coming from Brooklyn, that means everything – as you can imagine,” Reed said during the ribbon cutting.
When the storefront on Frazier became available, Reed didn’t hesitate.
“I saw the owner put up a ‘for rent’ sign, pulled over and started a conversation,” he says. Reed got the keys in February and immediately began building out the space.
Although Pedestrian Wine and Cheese is the couple’s first foray into retail, it blends their accumulated knowledge from previous ventures.
“We tied all those things into this business plan,” says Reed, who worked as a restaurant consultant in Chattanooga before launching the shop. That time spent advising other establishments reignited his entrepreneurial spirit.
The store’s weekly schedule mirrors its relaxed vibe. It’s closed on Mondays, open from noon to 8 p.m. Tuesday through Thursday, and keeps longer hours Friday and Saturday (11 a.m. to 9 p.m.). Sunday hours are slightly shorter (11 a.m. to 7 p.m.). Event details and updates are regularly posted on the store’s Instagram and Facebook pages.
At its core, Pedestrian Wine and Cheese is about people – both the customers and the team. Reed’s philosophy is simple: “Put your people first, especially when it comes to hospitality. When you get behind your staff, your staff will get behind you.”
As the North Shore embraces more diverse retail concepts, Reed is optimistic. “I feel like the neighborhood is starting to accept different styles of business in this area.”
And for the Reeds, Pedestrian Wine and Cheese is more than a shop – it’s a place where community and craft converge.