The Cheerwine Festival: A Sweet Success in Salisbury

7:55 AM EST |May 21, 2025|Lauren Ramsey|Entertainment-Music, Events, Food, News Articles

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By: Lauren Ramsey – Wise News Network

Salisbury, NC (WNN)- Thousands gathered in downtown Salisbury on May 17th, 2025, to celebrate one of North Carolina’s most legendary soft drinks, Cheerwine. This year’s 9th annual Cheerwine Festival brought together fans from all over the Southeast to enjoy a day packed with music, regional traditions, and everything Cheerwine flavored.

Some of the attendees at the Cheerwine Festival in Salisbury, NC. May 17th, 2025. By Mason Beam (WNN).

A Festival that Keeps on Growing

What started in 2017 as a way to celebrate Cheerwine’s 100th anniversary has since developed into a highly anticipated annual event. Cheerwine originated in Salisbury, NC, in 1917 and has remained a nostalgic drink for locals and visitors alike.

“We started in 2017 to celebrate Cheerwine’s 100th anniversary, and we had such a great turnout. We decided to team up with the city and make this an annual event,” said Joy, the vice president of marketing for Cheerwine. “The event has grown in size tremendously since that first celebration, and we’re just so thankful everyone wants to come out and celebrate Cheerwine.”

Rusty Wise with WNN Interviewing Joy at the Cheerwine Festival in downtown Salisbury, NC. By Lauren Ramsey (WNN).

When asked what she believed attendance numbers would be, Joy noted, “Last year we had over 100,000 people join us. So we are planning for just as many this year.”

The History of Cheerwine

Portrait Photo of L.D. Peeler. Photo from Cheerwine.com

Cheerwine was created in 1917 by L.D. Peeler, a general store owner who wanted to create his own soft drink. After meeting with a salesman from St. Louis who sold him a wild cherry flavoring, Peeler experimented until he found the perfect blend. With its red color and cheerful taste the name “Cheerwine” fit, and a Southern favorite was born.

Before creating Cheerwine, Peeler distributed a soft drink called Mint Cola; however, during a World War I sugar shortage, the Mint Cola Company went out of business. By experimenting with other flavors, Peeler developed Cheerwine.

L.D. Peeler died in 1931, and his son, Clifford, took over as President of the Carolina Beverage Corporation and Cheerwine Bottling Company. As the Great Depression unfolded, Clifford ensured the company kept making money. Cheerwine has remained a family-owned company ever since

A Look Back in Time at the Rowan Museum

To celebrate its legacy, the Rowan Museum set up a unique exhibit with Items from the company’s early years. People crowded into the museum to learn about the creation of Cheerwine.

The Cheerwine exhibit in the Rowan Museum in Salisbury, NC. May 17th, 2025. By: Mason Beam (WNN)

Aaron Kepley, the Executive Director of the museum, explained, “We have our Cheerwine exhibit up right now, and it’s a special one that we do for the festival every year. It’s definitely one of our best-attended displays that we have.”

The exhibit shows artifacts from Cheerwine’s beginnings to the present day. Older Cheerwine bottles and bottle caps were on display, as well as older Cheerwine Advertisements. Historical photographs of old delivery drivers and Cheerwine-branded golf balls were also on display.

The museum also showcased its usual displays. Visitors could explore 14,000 years of Rowan County’s past, which included items like Native American artifacts and muskets.

Food, Fun, and Music for the Whole Family

Apart from its historical significance, the festival was filled with flavor and fun. Dozens of vendors served everything, including Cheerwine slushies, cotton candy, doughnuts, ice cream, and barbecue sauce. Local restaurants and food trucks joined in creating unique takes on Southern dishes by adding the soda’s trademark cherry flavor.

For Desirae Hrynko, a Wilmington resident who was in town for a day trip, it was a food adventure. “I love Cheerwine—it’s the best flavor soda hands down,” she said while holding a container of Cheerwine cotton candy. “I’ve been drinking Cheerwine all of my life, I’m loyal for sure”.

Rusty Wise Interviewing Desiree at the Cheerwine Festival in downtown Salisbury, NC. May 17th, 2025. By Lauren Ramsey (WNN).

The Caroline Keller band took the stage with a captivating performance that drew crowds throughout the day. Known for their authentic songwriting and timeless melodies, the band filled the festival with lots of energy. Caroline, who started singing Country Gospel at sixteen, climbed the music charts and continues to captivate listeners with her storytelling abilities and powerful voice.

The Caroline Keller Band performing at the Cherrywine Festival in downtown Salisbury, NC. May 17th, 2025. By: Mason Beam (WNN)

Supporting Local Shops and Community Connection

The festival gave downtown businesses a big boost. Shops like The Black Crow, a multi-vendor boutique which houses a bunch of different small local businesses, saw more people coming through their doors.

Rusty Wise Interviewing Kristina at the Cheerwine Festival in downtown Salisbury, NC. May 17th, 2025. By Lauren Ramsey (WNN).

Kristina Andrews owns The Black Crow. She explained that the event helps small businesses get noticed. “It’s helping, get exposure out there on top of advertising that we’re already paying for,” she said. The Black Crow has been in business since 2023, however, they are new to the downtown Salisbury area.

“I have been in business since 2023. However, we are new to the downtown area. We’re beside Abigail’s Bakery and across from the Shuckin’ Shack. And we have been open since September. And then we revamped everything. Opened back up in February. So we’re here to stay.” Andrews said.

Festival Style and Creative Talent

A single festival-goer managed to catch everyone’s attention with an outfit like no other. Evan Lewis stood out in a hat with Cheerwine cans on top. His ensemble turned him into a walking tribute to the brand. WNN Founder Rusty Wise told Evan he looked like the “King of the Cheerwine Festival.”

Evan Lewis wearing his hat while attending the festival in downtown Salisbury, NC. May 17th, 2025. By: Lauren Ramsey

“I came up with this idea last year and put it together with Cheerwine cans, boxes, and a little super glue. My dad helped me with the hat, and this year I made a matching cane,” Lewis shared.

Even though it was his second time attending the festival, Evan described it as his “favorite spot of all time.” He is from Illinois and explained that he’s a military brat who has lived in places like Idaho, England, and now South Carolina. Smiling, he mentioned, “I have to come every year now.”

WNN Founder Rusty Wise talked with Jerry, Erin, and Natalie, who were checking out the festival for the first time. “I love Cheerwine,” Jerry said. Erin chimed in, “Me too.” Natalie grinned and said, “I’ve never been here before, so we decided to come.”

Rusty Wise Interviewing Jerry, Erin, and Natalie at the Cheerwine Festival in downtown Salisbury, NC. May 17th, 2025. By Mason Beam (WNN)

Jerry, who’s from Salisbury, and Erin and Natalie, both from Charlotte, shared their thoughts on why they love the drink. Jerry explained, “It’s the best mix of cherry and wine flavors.” It reminds me of home. I’ve been drinking it since I was a kid.” Natalie said, “I like the taste—it’s kind of cherry and grape. I think that’s why it’s called Cheerwine.”

When asked about their favorite Cheerwine-inspired desserts, Jerry suggested trying the slushies at Go Burrito. Natalie said she loved Cheerwine upside-down cake or pound cake the most.

A Connoisseur’s Take

Chris Standridge from Kings Mountain has been called a Cheerwine connoisseur. “I go through a couple of two-liter bottles every week,” Standridge admitted.

Rusty Wise Interviewing Chris at the Cheerwine Festival in downtown Salisbury, NC. May 17th, 2025. By Mason Beam (WNN)

He said his top festival pick is the Cheerwine snow cream, a dessert made with Cheerwine syrup. “They use the Cheerwine syrup that they use to make the sodas, but add in the cream as well. And it’s just delicious,” he said. “It’s nice to see so many people who share my passion. I don’t get that a lot back home—it gets a bit lonely because I’m about the only one in my area that likes it.”

Chris’s love for Cheerwine stood out as he dressed in Cheerwine gear.

A Celebrated Southern Tradition

Since starting in 1917, Cheerwine has become more than just a soda. It stands as a symbol of Southern warmth, small-town pride, and shared family memories. Families have handed down their affection for the drink through generations, turning it into a cherished tradition.

The Cheerwine Festival showcases this rich history. It fills downtown Salisbury with celebrations of taste, heritage, and the bond of community. A first-time guest might enjoy a Cheerwine slushie, while longtime fans might show up wearing creative homemade Cheerwine outfits. The festival brings excitement and something special for anyone who attends.

With music filling the streets, vendors bringing cherry-themed treats, and the Rowan Museum showcasing history, the 2025 Cheerwine Festival showed why it’s such a cherished yearly event. This festival isn’t about the soda—it celebrates the community, the heritage, and the roots that shaped Cheerwine into what it is now.