Thanks to a new partnership with Pepsi Bottling Ventures LLC (PBV), Cheerwine’s fans in Raleigh will find it easier to get their hands on their favorite soft drink as distribution will increase to all retail outlets and channels in the bottler’s local franchise.
“Because of our new distribution, the opportunity for local residents to engage with Cheerwine will grow significantly,” says Tom Barbitta, vice president of marketing for Cheerwine. “Boiled down, it means that, when our fans in Raleigh want us, we’ll be there.”
The deal follows Cheerwine’s inaugural partnership with PBV in the Delmarva area in late 2009, which marked the soft drink’s first entry into the states of Delaware and Maryland simultaneously.
“We’re pleased to have the two most iconic brands that are both born in North Carolina – Cheerwine in Salisbury and Pepsi in New Bern – together in our home base, Raleigh,” says Paul Finney, senior vice president of sales and marketing for PBV.
Jim Leland, Cheerwine’s vice president of sales, says the partnership will result in more visibility and accessibility for Raleigh residents. “PBV has fantastic relationships with local retailers and institutions where we’ve never been available before, and we’re excited to announce to Cheerwine drinkers that, wherever they see Pepsi, they’ll now likely see us.”
Raleigh has long been one of Cheerwine’s top markets. The company expects sales to grow substantially with its new PBV partnership.
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Launched in 1917 by L.D. Peeler, Cheerwine is the unique, sparkling soft drink from North Carolina. Owned and distributed by the Carolina Beverage Corporation and Cheerwine Bottling Company in Salisbury, N.C., the 93-year-old company is still privately owned and managed by the same founding family; four generations of whom have worked there. Cliff Ritchie leads Cheerwine as president and CEO. Available in supermarkets and convenience stores in select states nationwide and on the website at www.cheerwine.com <http://www.cheerwine.com>