Cheerwine's Roots: Salisbury Festival Honors the Iconic Southern Drink
SALISBURY, N.C. ( QUEEN CITY NEWS The captivating bottling procedure in Charlotte begins with a small piece of plastic. This material gets stretched and shaped, transforming into 20-ounce bottles via the wonders of manufacturing before swiftly being prepared for distribution.
They fill up so quickly that if you blink, you might just miss the remaining goodwill that continues to be woven into the essence of Salisbury and far beyond.
"Cheerwine has deeply integrated itself into both the culture of North Carolina and Southern culture," states Joy Harper, who serves as the Vice President of Marketing.
On Saturday, May 17, the city of Salisbury honors a Southern favorite during the celebration. Cheerwine Festival. This year’s musical performers feature the Next Level Band, The Boy Band Review, and additional artists.
Just as the bottling process starts with a small tube, Cheerwine set out from Salisbury with a fledgling concept.
That’s where a central city icon slakes our desire for more knowledge about the company’s past. Located on East Council Street, the initial Cheerwine building along with the refurbished mural form an essential part of the Southern brand’s heritage.
The company’s main offices remain located in Salisbury. The area is adorned with various relics, such as old promotional signage.
"I feel a great sense of personal accomplishment because Cheerwine has always been an integral part of my upbringing," Harper stated to Queen City News.
She likes the product because, essentially, she was granted special privileges due to her background.
This is L.D. Peeler, my great-great-grandfather, who founded Cheerwine," she explained as she pointed towards a painting. "The other portrait depicts his son, Clifford Peeler, who managed the company for many years. He was my great-grandfather.
Harper is the fifth generation to be employed at Cheerwine.
In 1917, amid World War I, a scarcity of sugar compelled her great-great-grandfather to adapt when his Mint Cola business collapsed.
He found out that flavor could be an excellent replacement for sugar and created Cheerwine.
L.D. Peeler’s secret weapon was his wild cherry elixir.
"The name Cheerwine was derived from its vivid red hue, which mirrored the appearance of red wine, with 'cheer' stemming from its distinctive cherry flavor," according to Harper.
The marketing approach has evolved over the decades, yet the recipe for the burgundy-colored drink has remained consistent, with perhaps one exception being during Christmastime.
What we refer to as Cheerwine holiday punch," Harper explained, presenting us with a bottle of the limited edition drink. "It’s a mix of Cheerwine, ginger ale, and pineapple juice. This recipe comes from his family.
Presidents such as George H.W. Bush have enjoyed Cheerwine. During his visit to Boone, President Barack Obama also tried some.
It’s a Southern flavor exploding in your mouth.
It has primarily been a North Carolina brand throughout much of its existence," explains Harper. "We didn't expand into South Carolina and neighboring states until the 1980s.
In 2017, Salisbury celebrated the company’s centennial year with a gathering in the city center. The Cheerwine Festival has since become a custom every May.
"It's an excellent opportunity to join in the festivities of Cheerwine and North Carolina," she stated.
The popularity of the fizzy beverage line hasn’t diminished at all. When we visited, a plant in Charlotte was bottling an astounding 390 bottles of Cheerwine every minute, resulting in over 300,000 units produced during our visit.
There have been so many changes over the last 108 years.
Perhaps that's why people cling to those fond memories, finding solace in knowing that Cheerwine continues to be available.
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