Cheerwine to Throw Benefit Concert

SALISBURY, N.C. — Cheerwine, the legendary soft drink of the South, today announced the return of the Legendary Giveback™, which culminates in a musical benefit headlined by indie rockers, The Avett Brothers. The evening of music raises awareness and funds for Operation Homefront and Big Brothers Big Sisters to support families across the U.S.

The collaboration of the North Carolina icons in the Legendary Giveback II will not only provide an additional opportunity to raise the profile of groups in need, but will offer fans throughout the U.S. another chance to see the Grammy-nominated group perform.

“We are excited to work with Cheerwine again this year, both to help out these organizations which are so close to our heart, and to be able to connect with our fans and give them another great show,” says Scott Avett of The Avett Brothers.

Last year’s inaugural concert took place in Charlottesville, VA with a sold-out crowd of 5,000 and an additional 12,000 concertgoers from 17 different countries who attended the event via Livestream™. As a result of last year’s success, the yet-to-be-disclosed location of the Legendary Giveback II concert will be announced later on this summer.

Cheerwine will again provide fans with the opportunity to attend the concert through a sweepstakes on the company’s Facebook page. In addition, fans will be able to play a “Spin to Win” game for a chance to win even more prizes by entering codes found on specially marked packages of the soft drink. The sweepstakes has been expanded this year to allow entries from nearly every state in the U.S. Cheerwine will also introduce Limited Edition 12-packs designed by artist Charles Crisler with specialLegendary Access “hidden cans” to be included in select packs sold throughout the Southeast.

“Cheerwine is an independent, family-owned company that truly believes each of us can make a positive impact in our communities,” says Tom Barbitta, Senior Vice President of Sales and Marketing for Cheerwine. “This event speaks to the love we have for our fans. It is therefore a ‘giveback’ to them as well, a way to say ‘thank you.’ The Avett Brothers are not just a great band, they are great people giving so much of themselves, thus allowing us to grow our contribution this year through the Legendary Giveback II.”

The celebrated band blends bluegrass, folk, pop, country and rock in their music, which has wowed both fans and critics alike. The group is currently on tour promoting their Grammy-nominated album, “The Carpenter.”

Details of the Legendary Giveback II will be unveiled in August.

About 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 Corporation and Cheerwine Bottling Company in Salisbury, N.C., the 96-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.

About The Avett Brothers

The Avett Brothers formed in 2001 in Charlotte, North Carolina when banjoist Scott Avett and guitarist Seth Avett joined forces with standup bass player Bob Crawford. Raised in the textile town of Concord, North Carolina, the Avett Brothers were influenced by their dad, Jim Avett, who had a box of eight-track tapes that Scott and Seth picked through, listened to and digested. It included albums by Bob Dylan, Neil Young, Crosby, Stills & Nash, and Jim’s own folksy duo, Common Decency. Other roots musicians from the folk and country realms filtered into their subconscious, too. Because of their wide range of influences, the Avett Brothers might be described as a rootsy amalgam of folk, country, bluegrass, rock and pop—with a jab of punk-style dynamics here and there.