Cheerwine and The Avett Brothers Team Up for ‘Legendary Giveback’ Concert and Fundraiser

SALISBURY, NC (OCTOBER, 2015) – For the fourth year, two Southern legends from the Carolinas are teaming up for a high-profile concert where all proceeds go to three nonprofits that support families and children.

The Avett Brothers and Cheerwine’s “Legendary Giveback” events have raised more than $175,000 for charities to date, and this year’s new beneficiaries are The Love Kitchen, The Empty Stocking Fund and Caps for Kids.

The Avett Brothers’ “Legendary Giveback 4” concert will take place at The Tennessee Theatre in Knoxville on Dec. 4, 2015, and will also live stream for people across the country.

Inline image 1“With three legendary concerts under our belts that have helped nearly 10 local and national charities, we know the 2015 event is going to be bigger and better than ever,” says Scott Avett, lead singer and co-founder of The Avett Brothers.  “We can’t wait to bring the not-to-be-missed experience to Knoxville and attention to three new deserving charities.”

Cheerwine, the 98-year-old, family-owned, iconic soft drink, plans and funds the legendary annual event. Proceeds for the charities come from ticket sales, concert merchandise and the auction of the “Legendary Giveback Deering Banjo.”  All band members sign the one-of-a-kind Cheerwine and The Avett Brothers banjo.

“We may be the ‘little guys’ in the soft-drink category, but we love putting on a big, legendary show that gives back in a major way to amazing local and national nonprofits that support kids, families and those in need,” says Tom Barbitta, senior vice president of marketing for Cheerwine.  “We hope that people across the south and the country will join us in our ‘Legendary Giveback’ movement to celebrate the spirit of ‘spreading cheer’ to those in need.”

Cheerwine is rallying people across the country to join in its giveback movement by encouraging people to “Capture the Kindness,” and sharing how they or people they know help others and their communities.  All “Capture the Kindness” participants will have a chance to win one awesome grand prize:  an all-expense-paid trip to the “Legendary Giveback 4” and a backstage meet and greet with The Avett Brothers.  Entry details are on Cheerwine packaging and in retailers.

For information and to enter Cheerwine’s “Capture the Kindness” movement, visit

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, or

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 98-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