Cheerwine Partners With The Avett Brothers

Cheerwine_Logo-canSALISBURY, N.C. — Legendary soft drink brand Cheerwine® is joining forces again with folk-rock Americana band The Avett Brothers to host the third annual Legendary Giveback, an event that’s as much about community service as it is enjoying great music.

Legendary Giveback 3 will culminate with a live concert featuring The Avett Brothers, the date and location of which will be announced sometime in September. More than $100,000 was raised the prior two years, and proceeds from this year’s concert will benefit Lowcountry Food Bank, which aims to end hunger in the coastal region of South Carolina; St. Jude Children’s Research Hospital®, which leads the way the world understands, treats and defeats childhood cancer and other deadly diseases; and Kids First of the Carolinas, a grassroots community organization that helps children and families in need.

In the meantime, The Avett Brothers and Cheerwine are urging people to support the community organization of their choice. Consumers can visit www.cheerwine.com/giveback to learn more about the impact their time and money can have in making the world a better place for all of us.

In fact, the giving back has already begun! From now through Nov. 1, consumers across the country who buy a specially marked two-liter bottle or 12-pack of Cheerwine have a chance to win one of hundreds of great prizes, including Cheerwine and Avett Brothers merchandise.

Two lucky prize winners will enjoy a viewing party of the Legendary Giveback 3 concert, including food, Cheerwine and autographed merchandise from the band. The grand prize is a Legendary Giveback Experience for four people, including airfare, hotel accommodations, VIP tickets and commemorative merchandise.

“We’re excited to be part of Legendary Giveback 3 and partner again with Cheerwine to encourage thousands more people to give back to their communities,” said Scott Avett, lead singer and co-founder of the band. “This has become one of our favorite events of the year, a chance to get together and say thank you to thousands of people who give selflessly to improve the lives of others.”

“Cheerwine is privileged to again join forces with The Avett Brothers, whose musical talent is only surpassed by their generosity and community-focused values,” said Tom Barbitta, senior vice president of marketing and sales for Cheerwine. “What puts this band in the ‘great’ category is what they do when no one is watching. It’s an honor to present Legendary Giveback 3, turning on more people to the band’s music and hopefully many more to the idea of community service and charitable giving.”

About Cheerwine

CHEERWINE: Born in the South. Raised in a Glass.
Launched in 1917 by L.D. Peeler, Cheerwine is a soft drink with a flavor that always surprises. It is an iconic brand from North Carolina. Owned and distributed by the Carolina Beverage Corp. and Cheerwine Bottling Co. in Salisbury, N.C., the 97-year-old company is still privately owned and managed by the same founding family, five generations of whom have worked there. Cliff Ritchie leads Cheerwine as president and CEO. Available in supermarkets, restaurants, mass merchandisers and convenience stores in select states nationwide and on the website at www.cheerwine.com.

About The Avett Brothers

Formed in 2001 in Charlotte, N.C., The Avett Brothers are comprised of brothers Scott Avett on banjo and Seth Avett on guitar, along with stand-up bass player Bob Crawford and cellist Joe Kwon. Described as a rootsy amalgam of folk, country, bluegrass, rock and pop — with a jab of punk-style dynamics here and there – the band has released eight studio albums and several EPs, earning critical acclaim including a Grammy nomination and Rolling Stone’s 2009 Artist to Watch. For more information, visitwww.theavettbrothers.com or Facebook.com/theavettbrothers.