The Story of a Wine Snob
Thad Cox Jr., Knoxville’s premier wine connoisseur stands at a vantage point in the center of his store, Ashe’s Wine & Spirits. He’s aware of each browsing customer as they stroll among the aisles, carefully selecting wines he makes available to them from around the world. His open and welcoming stance eagerly anticipates the moment a customer looks questioningly at an unfamiliar bottle of wine. He’s ready and waiting to explain the background of the vineyard, the aromas and the tastes of the wine at hand if the customer is willing. But he is apt at reading his customers and sometimes only eye contact accompanied by a subtle nod and knowing grin persuades the customer to add the unfamiliar bottle to their already flourishing basket of finds.
Thad Cox Jr., has been working at Ashe’s since 1981 with the exception of two years. “I worked here in college for beer money and rent money,” Thad laughs.
While working part time at Ashes, Thad studied finance in college with plans to enter into his family’s banking business. After graduating in 1985, he began a career with his family’s bank. Only two years later, Thad had a personal discovery, “I wasn’t into the corporate scene, the coat and tie, the daily memos. It just didn’t excite me.”
His next career move was on the horizon. Unfortunately, it was the death of Mr. Ashe, the original owner of Ashe’s Wine & Spirits that prompted Thad’s career change. When Mr. Ashe passed away his family was looking for someone to temporarily run the store until they could make permanent arrangements for new management. The Ashe family turned to Thad and the timing couldn’t have been more perfect. It was a new opportunity knocking on his door the moment he’d begun to tire of his career in banking.
Thad returned to Ashes in 1987 as he store’s manager, it was only three short years later in 1990 that he purchased the store from the Ashe family and became the new owner of Knoxville’s premier wine shop. “In the back of my head I always thought I wanted to own my own business, but I never imagined it would be the store I worked it, and I never imagined it would be the store in the neighborhood I grew up in.” Thad said about his ownership of Ashe’s.
Now 15 years later, Thad can still be found at the store throughout the day. “He doesn’t do a lot of the day to day running of the business,” said employee Wes Finchum. “He is here to schmooze with customer and cultivate friendships with the salesmen, and try all the wines and know what to buy and suggest.”
Since becoming the owner of Ashes, Thad made it his goal to expand the wine market in Knoxville and impart his personal wine knowledge on both his customers and employees.
“I learned about wine just from being around him and watching how he looked at and tasted wines,” said Lee Rogers, wine manager at Foothills Wine and Spirits, who trained with Thad before opening the wine store in Maryville. “It’s amazing how much you learn from being around a person so excited about wines,” Lee added about Thad’s enthusiasm.
Wes agrees, “(Thad) definitely knows his wine, he loves it, he digs it, this has to be his ideal job.”
Thad takes pride in teaching his employees about wine through tastings and dinners. He wants his employees to be prepared and knowledgeable when a customer inquires about a wine. “I tell my guys here that if they don’t know the answer to a question, be honest, don’t try to make something up. Try and point our wines that are kinda popular and steer them in that direction,” Thad explained.
Over the years, Thad has strived to build relationships with his customers. “We can’t let them taste the wines in the store yet, so there is a trust there and we’ve built that trust over the years and they (the customers) kinda know our palates and know if we like a wine, they might like it.”
Thad eagerly offered his opinion of some of his favorite wines, “I have a pretty open mind about wines, but my favorite areas are the Rhone Valley, Napa Valley, and the Prioat region of Spain. I really do just love wine. It’s just really incredible. It doesn’t have to be a super stellar, super expensive wine to be a great experience.” Thad gushed.
For more of Thad’s favorite wines and new suggestions visit www.Asheswine.com. Thad updates his “they pay me to travel” wine picks weekly.
Thad Cox Jr., Knoxville’s premier wine connoisseur stands at a vantage point in the center of his store, Ashe’s Wine & Spirits. He’s aware of each browsing customer as they stroll among the aisles, carefully selecting wines he makes available to them from around the world. His open and welcoming stance eagerly anticipates the moment a customer looks questioningly at an unfamiliar bottle of wine. He’s ready and waiting to explain the background of the vineyard, the aromas and the tastes of the wine at hand if the customer is willing. But he is apt at reading his customers and sometimes only eye contact accompanied by a subtle nod and knowing grin persuades the customer to add the unfamiliar bottle to their already flourishing basket of finds.
Thad Cox Jr., has been working at Ashe’s since 1981 with the exception of two years. “I worked here in college for beer money and rent money,” Thad laughs.
While working part time at Ashes, Thad studied finance in college with plans to enter into his family’s banking business. After graduating in 1985, he began a career with his family’s bank. Only two years later, Thad had a personal discovery, “I wasn’t into the corporate scene, the coat and tie, the daily memos. It just didn’t excite me.”
His next career move was on the horizon. Unfortunately, it was the death of Mr. Ashe, the original owner of Ashe’s Wine & Spirits that prompted Thad’s career change. When Mr. Ashe passed away his family was looking for someone to temporarily run the store until they could make permanent arrangements for new management. The Ashe family turned to Thad and the timing couldn’t have been more perfect. It was a new opportunity knocking on his door the moment he’d begun to tire of his career in banking.
Thad returned to Ashes in 1987 as he store’s manager, it was only three short years later in 1990 that he purchased the store from the Ashe family and became the new owner of Knoxville’s premier wine shop. “In the back of my head I always thought I wanted to own my own business, but I never imagined it would be the store I worked it, and I never imagined it would be the store in the neighborhood I grew up in.” Thad said about his ownership of Ashe’s.
Now 15 years later, Thad can still be found at the store throughout the day. “He doesn’t do a lot of the day to day running of the business,” said employee Wes Finchum. “He is here to schmooze with customer and cultivate friendships with the salesmen, and try all the wines and know what to buy and suggest.”
Since becoming the owner of Ashes, Thad made it his goal to expand the wine market in Knoxville and impart his personal wine knowledge on both his customers and employees.
“I learned about wine just from being around him and watching how he looked at and tasted wines,” said Lee Rogers, wine manager at Foothills Wine and Spirits, who trained with Thad before opening the wine store in Maryville. “It’s amazing how much you learn from being around a person so excited about wines,” Lee added about Thad’s enthusiasm.
Wes agrees, “(Thad) definitely knows his wine, he loves it, he digs it, this has to be his ideal job.”
Thad takes pride in teaching his employees about wine through tastings and dinners. He wants his employees to be prepared and knowledgeable when a customer inquires about a wine. “I tell my guys here that if they don’t know the answer to a question, be honest, don’t try to make something up. Try and point our wines that are kinda popular and steer them in that direction,” Thad explained.
Over the years, Thad has strived to build relationships with his customers. “We can’t let them taste the wines in the store yet, so there is a trust there and we’ve built that trust over the years and they (the customers) kinda know our palates and know if we like a wine, they might like it.”
Thad eagerly offered his opinion of some of his favorite wines, “I have a pretty open mind about wines, but my favorite areas are the Rhone Valley, Napa Valley, and the Prioat region of Spain. I really do just love wine. It’s just really incredible. It doesn’t have to be a super stellar, super expensive wine to be a great experience.” Thad gushed.
For more of Thad’s favorite wines and new suggestions visit www.Asheswine.com. Thad updates his “they pay me to travel” wine picks weekly.
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