Bearden Beer Market making big changes with help from Ashe's Wines & Spirits
Don’t let the "under new ownership" sign in front of Bearden Beer Market scare you – the Old Kingston Pike fixture isn’t going anywhere. Even the name is staying, for the most part.
Ashe’s Bearden Beer Market's new owners want to attract new customers with more alcohol variety, a game room and a small food menu.
Knox News caught up with the new owners – Michael Saporito II, next door neighbor Ashe’s Wines & Spirits owner Thad Cox Jr. and their silent partners – to discuss what people should expect once the business reopens, tentatively by the end of March.
Just the latest ownership change at Bearden Beer Market
Bearden Beer Market opened in 2010 as the vision of Knoxville entrepreneur Chris Morton, who is best known for helping to revitalize Sevier Avenue with Alliance Brewing Co. and South Coast Pizza, along with a grocery store now in the works.
A group bought most of the Bearden Beer Market from Morton in 2017, Saporito told Knox News, then all of the business around 2019.
“They decided they weren’t going to go on any further,” Saporito said. “We brought Thad in with his location next door and his experience in the liquor industry. We felt like he was a great partner and decided we were going to make a run at it. The goal is to make it a family-friendly, kid-friendly establishment.”
Bearden Beer Market in need of a facelift to attract more people
Bearden Beer Market may be a little rough around the edges, with graffiti-styled wall art and a harsh concrete patio, but the business is filled with character. It’s just not the type of character the owners feel could attract families and their pets living nearby in the Sequoyah Hills and Riverbend neighborhoods.
“We’re going to repaint the entire place almost,” Saporito said. “It’s going to be completely new aesthetically. The ground, there’s a lot of just dirt and trash and stuff. A lot of it is going to be simple stuff of just taking care of the property.
“We want people to walk in, see the fire pits, see the open space and just want to hang out. “
Everyone is welcome, he said, though the owners feel their 30-to-60-year-old target demographic skews older than before.
Wine, food and domestic beer coming to Bearden Beer Market
Part of connecting with families and older beer lovers is offering wine and domestic beer, Saporito said.
Bearden Beer Market was up to 22 taps when it closed Jan. 28 in anticipation of the business selling Feb. 7. Saporito said the number of taps likely will be scaled back, especially with the new owners not interested in continuing the business's brewing program.
“We want to make sure that whatever people want is an option here and not pigeonholed to just if you want good craft beer,” he said. “We want people that if they want to come drink Miller Lite, then they can come drink Miller Lite. … All the small distributors around here, we want to carry all those. But we don’t want to be just that.”
The new owners plan to host local breweries on guest taps, allowing customers to enjoy local craft beer without having to drive downtown.
At the time of the sale, previous owners had almost completed a kitchen they started building during the COVID-19 pandemic. Saporito said Ashe's Bearden Beer Market will offer just a few food items, perhaps burgers, hot dogs, chips and tacos.
Cox is bringing his expertise from next door to offer wine, mostly in cans. Bottle service doesn’t make sense logistically but, with all these changes, the business will have servers moving forward.
Customers still will be able to walk in the small market area to order.
Ashe’s Wines & Spirits can help Bearden Beer Market grow with events
Cox has worked at Ashe’s Wines & Spirits since 1981 and purchased the business with his father in 1990.
“By putting my name ‘Ashe’s’ on it, because of my wine and spirits store, it’s going to be the best quality beers,” Cox told Knox News. “You’re going to have great service here, and you’re going to have a good time.”
Bearden Beer Market, just like Ashe’s Wines & Spirits, has helped the Bearden Village neighborhood grow over the years, along with nearby Mayo Garden Center. Cox’s wife owns Mayo, he said, and customers should expect plants from the store to be incorporated in the market’s renovation.
The renovated Ashe’s Bearden Beer Market space also will provide space for events, including tastings tied to products being sold at the liquor store. Other events and entertainment would include live music and arcade games that are being installed in a room connected to the patio.
The owners also are looking to create a turfed and enclosed area for pets.
Bearden Beer Market a Knoxville pre-game spot, not a late-night spot
Tentative hours for Ashe’s Bearden Beer Market are noon-10 p.m., Saporito said, perhaps a little earlier during the week and a little later on weekends.
The owners would like for Ashe’s Bearden Beer Market to be a pregame spot, including for college students at the nearby University of Tennessee at Knoxville campus.
The owners also want to get involved on game days by providing alcohol from the market to UT tailgates. In addition to individual beers and packs, the market also sells kegs.
When can you see Ashe’s Bearden Beer Market for yourself?
The new owners hope to open Ashe’s Bearden Beer Market by the end of March at 4524 Old Kingston Pike. The business owners do not own the property, which records show have been in the same hands since at least 2015.
Ashe's Bearden Beer Market is still looking to hire. Anyone interested should email gm@ashesbbm.com.
Ryan Wilusz is a downtown growth and development reporter. Phone 865-317-5138. Email ryan.wilusz@knoxnews.com. Instagram @knoxscruff.
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This article originally appeared on Knoxville News Sentinel: Bearden Beer Market, Ashe's Wines & Spirits reopening Knoxville bar
