Philadelphia native Bill Reed and his wife landed in Chattanooga almost by accident.
After a successful 20-year career in New York’s food and beverage world, the Reeds moved to Florida in 2020 for a change of pace. A few years later, they set their sights on Nashville as a potential next chapter. During the drive north, they made a stop in Chattanooga, and never made it any farther.
Something about the city clicked. It felt like home, and the decision to put down roots came quickly.
Not long after settling in, Reed felt the familiar pull of entrepreneurship. He spotted a “for rent” sign in a Northshore storefront in January; within days, he’d signed a lease and drafted a business plan. By June, Pedestrian Wine & Cheese was open to the public—ready to serve the neighborhood with thoughtful selections of wine, cheese, and provisions.
Pedestrian Wine & Cheese is the first liquor store in Tennessee licensed to sell house-made cheese, thanks to a unique agricultural permit Reed secured during the planning process. A trained cheesemaker—he learned the craft while living in New York—Reed offers his homemade ricotta and creamy stracciatella directly in the shop. Pedestrian also features a curated selection of cheeses and charcuterie from Tennessee and Georgia dairies, as well as distinctive imports from Europe.
The wine selection leans toward natural wines sourced worldwide. Bottles are arranged by style, from light-bodied to full-bodied, making it easier for guests to navigate by taste. While customer favorites have already emerged, inventory rotates regularly to keep things fresh and encourage exploration. The shop also carries craft beer and non-alcoholic options. From Thursday to Sunday, guests can grab a “Park Pack” mini charcuterie board and enjoy it wherever the day takes them.
For Reed, pairing isn’t about following rigid rules; it’s about exploring what works for your palate. He and his team focus on the flavor profiles of each cheese and wine, selecting combinations that highlight and balance one another. Creamy cheeses like brie shine alongside smooth, fruity Chardonnays. Bold bleu cheeses are surprisingly harmonious with sweet dessert wines like port. Hard cheeses like aged gouda often find their match in tannin-rich reds. Sometimes the team pairs by region, since wines and cheeses from the same place often share complementary characteristics. But customer preference always takes priority. “It’s about opening the door to experiment, not following a formula,” Reed says.
From the beginning, Pedestrian has been a community effort. Reed is quick to credit the team and the broader Chattanooga community for bringing the shop to life. Regulars already stop in to pick up their favorites or ask for recommendations for special occasions. “It’s very humbling to know that we’re being trusted and asked what to bring to people’s celebrations,” Reed says. With a team that’s fully bought in and a community that keeps showing up, he adds, “I feel like we already won.”
Pedestrian’s wine club has already attracted more than 60 members in its first month. Each subscription comes with a thoughtfully curated bag that includes exclusive wines not sold in the shop, with perfectly paired provisions. Members are invited to in-house tasting events, where they can sample the wines, learn about each bottle, and connect with fellow wine lovers. These gatherings are educational and social; customers turn into friends, and the shop becomes a space for community and discovery.
Catch the Pedestrian team this October at Wine Over Water in Renaissance Park, where they’ll be pouring natural wines and offering cheese samples for attendees to enjoy. It’s another chance to experience their thoughtful, community-driven approach—this time, with a view.
Learn more about Pedestrian Wine and Cheese on their website: pedestrianwineandcheese.com or find them on Instagram: @pedestrianwineandcheeseshop.