Best friends since college at Michigan State, Amy Burritt and Cheri Intveld opened Euphoric Cheese Shop in February 2021 followed by Sparrow Wine Bar in June 2023. During Covid, customers came in to buy cheese and charcuterie to enjoy at home. But post-Covid, their customers wanted places to get together outside of home – and wine to go with their cheese.
“Cheri and I were on a road trip, dreaming up a place where people could gather; what if it’s a wine bar?” Amy explains. “In four hours, we had a name, a color scheme, and a concept. The next week, our landlord told us the space next door was available … would we be interested? For us, that was an easy God is leading the way here, and we are going to follow.”
“Euphoric comes from the concept of a good harvest,” Cheri continues. “Sparrow expands that metaphor from the verse that assures us God has an eye even on the sparrow. It all just blended well.” The owners knew the Sparrow brand should reflect the experience they envisioned: a vintage look and feel, cozy and intimate with leather sofas, velvet chairs, cushioned bar seats, soft lighting, and warm colors. “Whether they know a ton about wine and cheese or not, we want guests to feel comfortable in an environment that is intentionally unpretentious. Exploring wine offers a chance to breathe, connect, sip, and savor.”
From day one, Sparrow was popular. “Having opened Euphoric first was so helpful. As the only cut-to-order cheese shop in Knoxville, it’s a destination shop,” Amy says. “We already had an amazingly supportive customer base.” Tucked away in West End, the neighborhood wine bar that West Knoxville regulars love also attracts wine searchers from all over Knoxville. “It’s become what we hoped – a place where people ‘gather with their flock,’ as we like to say, and enjoy good things.”
Sparrow carries 80-90 wines on the menu. “There’s something for everyone – all the go-to wines, chardonnays, cabs, pinot noir, sauvignon blanc, but also,” Amy adds, “unusual wines you might have not tried before. A white wine, Albariño, is fantastic, but not super well known. We source wherever it makes sense to source from and change it up seasonally.” Hard ciders and local beers from Gypsy Circus Cider, Blackberry Farm and Printshop are also served.
Making cheese and wine approachable is a happy mission Amy and Cheri share. “We are right there in the experience with our customers, tasting and exploring, because there’s so much to discover. Trying a new to you wine or cheese is the best way to learn about your own palate,” Cheri recommends. “One way is to sample wine flights and cheese plates that pair together,” Amy adds. “Pairing guidelines help, like ‘what grows together, goes together’ – a Spanish wine and Spanish cheese that come from the same terroir.” [unique combination of factors: soil, climate, sunlight] Another guideline is matching intensity – full-bodied wines pair well with aged cheeses because the tannins in the wine bind with the fats in the cheese.
“And we like to say you get to travel with your tastebuds on a Tuesday, trying a cheese from France, or a wine from Australia and experiencing something from those countries with your friends after your workday.” Cheri continues, “We hold classes on pairings or charcuterie 101 so our customers can feel confident selecting, preparing, and presenting to their families and friends at home.”
When they built a patio for the Sparrow launch, they added a welcomed dog-friendly space. Barkcuterie is popular with their four-footed cheese lovers (salami, carrots and cheese!) as are treats from River Dog Bakery, which supports a fellow local business. Amy and Cheri are always looking for ways to support community businesses and groups, like their October fundraiser for Breast Connect, an organization for breast cancer survivors, or their partnership with Pellissippi State in class and on site.
Cheri learned first-hand just how supportive the West Knoxville community can be to local business. “Six weeks after we opened Euphoric, I was diagnosed with breast cancer. People we didn’t know befriended and supported us. I had no idea friendship-building in business could grow to this extent and be this long-lasting. When they shop, we get to chat and catch up on kids, dogs, trips, life … something we’ve really enjoyed as these twin businesses have made their impact on our community.”
“What has been most incredible to me is witnessing how business ownership can be leveraged as a vehicle to love people,” Amy says. “We tell our employees our #1 goal is to love everybody who walks through the door. They come in for cheese and wine, but we get to care and connect with them and ask about their day.”
And, at the end of the day, Cheri and Amy are thrilled at the joy the sister businesses bring. “It’s amazing how much fun you can share mixing and matching cheese with wine, meats, crackers, jams and jellies … and most importantly, doing it with the people you love.”
Learn more at SparrowWineBar.com
“Whether they know a ton about wine and cheese or not, we want guests to feel comfortable in an environment that’s intentionally unpretentious.”
“It’s become what we hoped – a place where people ‘gather with their flock,’ as we like to say, and enjoy good things.”