Working in the City
BY LINDSEY CLUTE / PHOTOGRAPHY BY RICH SMITH
At Pedestrian Wine & Cheese, located in Chattanooga’s Northshore community, the vibe is “anything but pedestrian,” according to owner and cheesemonger Bill Reed. A diverse selection of wine, beer, sake, spirits, and nonalcoholic options, as well as house-made cheeses and carefully sourced selections from small creameries and artisanal producers, only scratches the surface of what the company is all about.
Owner, Bill Reed
Before this family-run business became a compelling stop along the neighborhood’s main drag, Reed spent two decades working with prominent brands and opening restaurants and bars in the bustling hospitality scene of New York City.
“This experience inspired me to create something unique for the Frazier Avenue hospitality scene,” explains Reed. “I recognized a gap in the market for a community-oriented space where we could not only offer exceptional products, but also engage with our neighbors to shape our offerings based on their preferences.”
Pedestrian Wine & Cheese opened its doors in the summer of 2025, bringing Reed’s vision to life and offering something that’s both familiar and unexpected.
“Chattanooga is an ideal fit for Pedestrian Wine & Cheese because the community is genuinely open to new experiences and ideas,” Reed adds. “As the city continues to grow, so does the interest and engagement of its residents.”
In addition to a rotating inventory of the highest-quality products, Pedestrian keeps customers engaged by offering a comprehensive experience for novices and connoisseurs alike. Visitors can taste before they buy, ask questions, and lean on the staff ’s expertise to find something that suits their palate.
“We always have bottles open and cheeses ready for sampling,” Reed shares. “We believe that understanding what you’re purchasing is crucial, and we aim to provide personalized recommendations that perfectly match your celebration dinners or everyday meals.”
While the irresistible allure of an age-old pairing may draw visitors in the store, it’s Pedestrian’s innovative business approach that keeps adventurous oenophiles and turophiles coming back for more.
For those who want to make exploration a regular part of their routine, the shop hosts both a wine and cheese club. Members receive curated selections while gaining access to exclusive, curated events designed to make participation feel less like a subscription and more like an insider experience. Through tastings, demonstrations, and more, the shop brings guests closer to the farmers, suppliers, and artisans who craft its offerings – revealing the stories behind each bottle and bite.
“Our commitment is to support their work while fostering connections within our community,” Reed adds. “Unlike typical liquor stores that prioritize fast transactions, we prioritize building relationships with our guests.”
Pedestrian’s influence continues beyond the shop’s walls, joining forces with the Scenic City’s vibrant hospitality scene to create entire evenings centered around food, conversation, and the opportunity to taste something new.
“We collaborate with some exceptional local restaurants to host unique wine-and-dinner pairing experiences that are unlike anything else in the city,” Reed says. “Our goal is to consistently over-deliver, providing members with opportunities to learn and taste new offerings in a welcoming environment.”
Ultimately, Reed hopes that everyone who walks through the shop’s doors or attends an event leaves with more than just something good to eat or drink. Whether they come searching for the perfect bottle for dinner, stumble upon their new favorite cheese, or return for an evening of tasting and conversation, each visit offers an opportunity for genuine connection, something both Reed and the locals deeply value.
“We’ve seen an enthusiastic response from the community in support of our mission,” he says. “The saying goes, ‘What grows together, goes together,’ and we are thrilled to have the opportunity to grow alongside this vibrant community right here on Frazier Avenue!”
