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Cheerwine
logo
TypeSoft drink
ManufacturerCarolina Beverage Corporation
OriginUnited States
Introduced1917; 109 years ago (1917)
ColorBurgundy
FlavorBlack cherry
Variants
  • Cheerwine Zero Sugar
  • Caffeine-free Diet Cheerwine
  • Retro Cheerwine
  • Holiday Cheerwine Punch
  • Cheerwine Kreme (Krispy Kreme–flavored)
Websitecheerwine.com

Cheerwine is a cherry-flavored soft drink by Carolina Beverage Corporation of Salisbury, North Carolina. It has been produced since 1917, claiming to be "the oldest continuing soft drink company still operated by the same family".[1]

Overview and history

[edit]

When the Maysville Syrup Company of Maysville, Kentucky, went bankrupt in 1917, L. D. Peeler, Hughston Kirby, Kurt Weinmann and other invested businessmen purchased the company's assets, moved them to North Carolina and set up the Carolina Syrup Company.[2] That same year, Peeler, Kirby and Weinmann purchased a recipe for a cherry-flavored soda from a Saint Louis flavor salesman, which was then sold as a product for the new company under the name "Cheerwine".[3] Though it has been around since 1917, Cheerwine first became a registered trademark in 1926.[4]

A bottle and cup of Cheerwine at Mission BBQ in 2024

The family of Lewis Peeler has run the Cheerwine company since its founding, and his great-grandson,[5] Charles Clifford "Cliff" Ritchie,[6] has been CEO and president of Cheerwine's parent company, Carolina Beverage Corporation, since 1992.[7]

Cheerwine bottle, c. 1920, on display at the North Carolina Museum of History

Cheerwine has a mildly sweet flavor with strong cherry notes, most notably black cherry; is burgundy-colored; and has an unusually high degree of carbonation compared to other soft drinks. The product was named for its color and taste; the company website states that "it made sense to name a burgundy-red, bubbly, cherry concoction—Cheerwine."[4] The "Retro Cheerwine" variant is sold in glass bottles and is sweetened with cane sugar instead of high fructose corn syrup. Despite its name, Cheerwine is not a wine at all, and contains no alcohol.

As of July 2021, Cheerwine's ingredients included carbonated water, high fructose corn syrup, caramel color, phosphoric acid, natural and artificial flavors, caffeine, citric acid, sodium benzoate (to protect flavor), and Red 40.[8]

The company also markets Cheerwine-flavored ice cream, sherbet, and cream bars, mainly in Food Lion, a Salisbury, North Carolina–based supermarket chain.[9]

In the mid-1990s Morgan Shepherd ran an entry in the NASCAR Busch Series with Cheerwine sponsorship.

In 2008, a commercially baked Cheerwine cake, based on an old Southern recipe, became available through a Salisbury-based company.[10]

In 2009, the company began a re-branding campaign designed to revamp the drink's image, especially among younger consumers. The re-branding called for a redesign of the Cheerwine packaging, with a new, retro-style logo based on an early Cheerwine logo.[11]

In 2010, Cheerwine partnered with the North Carolina–based doughnut company, Krispy Kreme, and released a limited-offered Cheerwine flavored donut on July 1 of that year. It was sold only at select grocery stores for the month of July,[12] and at the Salisbury Krispy Kreme. The Cheerwine doughnut returned again in July 2011.[13][14]

In 2010, Canton, Ohio–based Old Carolina Barbecue became the first restaurant chain in Ohio to offer Cheerwine as a fountain drink.

By 2014, Cheerwine-based products including iced slushy,[15] Cheerwine cakes and floats had become a signature part of the Old Carolina concept.[16][17]

During the summers of 2016 and 2017, Cheerwine Kreme, a soda with the flavors of Cheerwine and Krispy Kreme, was sold.[18]

In 2017 the Cheerwine Recipe Book was published, by Sandy Carol Sider.

Cheerwine is sometimes mixed with Captain Morgan rum to make a drink called "Captain Cheerwine"[19] or the "Whining Pirate".[20]

Slogans have included "Born in the South. Raised in a Glass", "Nectar of the South", "Betcha can't not smile." and "Uniquely Southern".[21]

Availability

[edit]

Cheerwine is currently available in much of the southeastern United States, from Maryland south to Florida, but is better known in the Carolinas.[5] Other spots to find Cheerwine are the many "specialty soda" stores throughout the country, as well as WinCo Foods in Washington state, Cracker Barrel restaurants, Kroger at Ford Rd & Canton Center Rd in Canton, Michigan,[5][22][23] Cook Out restaurants,[24] Sheetz convenience stores in Ohio and Pennsylvania, and overseas, in Oslo, Norway.[25] It is sold as a glass bottle, 2 liter, 12 pack or as a pack of four glass bottles, and is available as a fountain drink at some restaurants and convenience stores.[26]

In April 2005, other regions of the United States began to bottle Cheerwine, mainly through Pepsi distributors.[5][27]

On March 9, 2011, The New York Times Diner's Journal referred to "The Expanding Cult of Cheerwine".[28]

On April 5, 2011, the company announced plans for nationwide distribution by 2017, the product's 100th anniversary. The same day, the company also introduced a new advertising campaign, "Born in the South. Raised in a glass."[1] At the time, Cheerwine was available in 12 percent of the nation.[29] Radio commercials for that campaign include "The Caper", where criminals left everything from a store except Cheerwine; and "Battle of the Bulge", in which a soldier from the Salisbury area has two bottles sent to him during World War II and gives one to his friend.[1]

Also in April 2011, Cheerwine announced it was searching for a woman to represent the company as "Miss Cheerwine". Candidates had to be 21 to 25 years old and live in Georgia, North Carolina, South Carolina, Tennessee, or Virginia. A company spokesperson stated, "We’re looking for a poised, enthusiastic young woman who can help us spread the legend and get Cheerwine into the hands of our fans with charm, confidence, sweetness and a sense of fun."[30] On June 3, 2011, Spencer Cummings, named the first Miss Cheerwine, began the Miss Cheerwine Summer Legend Tour.[31]

On October 18, 2011, Cheerwine announced plans to partner with Pepsi Beverages Co. in Atlanta, Georgia, Florida, and Memphis, Tennessee. The same week, the company began using glass bottles to distribute the "Original 1917 Formula" with sugar, as well as introduced 12-pack cans.[29]

On June 16, 2014, Birmingham's Buffalo Rock Co. announced Cheerwine distribution in Alabama, western Georgia, and the Florida Panhandle. This added about 6.5 million potential new customers to their distribution footprint.[32]

Cheerwine Festival

[edit]

In 2017, for Cheerwine's centennial, Salisbury, North Carolina held a celebration which became an annual event, even attracting visitors from outside the state as of 2025. The festival includes food, children's activities and music by lesser-known artists who need exposure.[33]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Cheerwine

View on Grokipedia
from Grokipedia
Cheerwine is a burgundy-red, cherry-flavored created in 1917 by L.D. Peeler in , amid a World War I-era sugar shortage that prompted the use of a unique wild cherry flavoring obtained from a salesman. Produced by the family-owned Carolina Beverage since its inception, it is the oldest continuously operated brand in the United States still managed by descendants of its founder, with the current leadership under great-grandson Cliff Ritchie. The name derives from its cheerful taste and wine-like color, though it contains no alcohol, and its effervescent profile has earned it a reputation as a distinctly Southern icon, often paired with in regional cuisine. Since its debut, Cheerwine has expanded from local distribution via horse-drawn wagons and early trucks to nationwide availability through partnerships like the Bottling Company achieving full distribution by , while maintaining its core recipe of carbonated water, , natural flavors, and (approximately 3.94 mg per ). Variants introduced over the decades include Diet Cheerwine in the 1970s, Zero Sugar in 2021, seasonal options like Holiday Punch since 2014 and Holiday Ale in 2024, alongside innovative collaborations such as Cheerwine Ale with NoDa Brewing Company in 2023. Culturally, it has garnered endorsements from figures like President in 1953 and President in 1992, and it inspired the annual Cheerwine Festival in starting in , which as of draws over 100,000 attendees for , , and charity events. In recent years, the brand has faced scrutiny over its use of Red 40 synthetic dye, linked to potential health concerns and prompting legislative proposals in . Its versatility extends to culinary uses, from glazes and cakes to Krispy Kreme's launched in 2010, solidifying its role as a beloved element of Southern heritage and .

History

Founding and Early Years

Cheerwine was invented in 1917 by L.D. Peeler in , as the first bottled cherry-flavored . Peeler, along with partners Hughston Kirby and Kurt Weinmann, purchased a recipe for a wild cherry-flavored soda from a flavor salesman and adapted it amid sugar shortages. Initial production occurred in the basement of Peeler's general store, where the burgundy-red beverage was mixed and bottled on a small scale. This operation prompted the formal establishment of the Carolina Beverage Corporation later that year to manage growing demand and streamline manufacturing. The was registered in 1926, after the company rebranded as the Piedmont Cheerwine Bottling Company in 1924 to enhance regional recognition. Early marketing emphasized its non-alcoholic nature as a "wine" alternative, highlighting the deep cherry hue and refreshing taste to attract consumers during the era from 1920 to 1933, when soft drinks surged in popularity as substitutes for alcoholic beverages. From the 1920s through the 1940s, Cheerwine expanded through innovations like the 1920 introduction of a signature glass bottle featuring molded cherries and the brand name on the shoulder, which boosted portability and appeal. The drink achieved strong regional popularity in the , especially in North Carolina's and surrounding areas, solidifying its status as a local staple while navigating the under continued family leadership.

Expansion and Ownership Changes

Following , Cheerwine expanded its franchising operations under the leadership of Clifford H. Peeler, son of founder L.D. Peeler, focusing on markets across the during the and . This growth included new bottling franchises in states such as , Georgia, and , building on the drink's established popularity in and leveraging post-war economic recovery to increase distribution through local soda fountains and grocery stores. By the 1970s, the brand had solidified its regional footprint in the Southeast, with annual sales reflecting steady demand in these areas under continued family oversight. In the 1980s, —grandsons of Clifford H. Peeler—began playing a more prominent role in Carolina Beverage Corporation, the parent company overseeing Cheerwine production and . Cliff and Mark Ritchie joined the business in the late 1970s and assumed key leadership positions by 1992, with Mark becoming president of Carolina Beverage Corporation and Cliff serving as president of Cheerwine Bottling Company, the arm. During this period, the corporation expanded its portfolio by acquiring and integrating additional regional beverage brands and bottling operations, enhancing distribution capabilities while maintaining family control over core operations. Cliff Ritchie's tenure as CEO, beginning in with his role at Cheerwine Bottling and extending to full of Carolina Beverage Corporation in 2007, marked a strategic push toward broader national distribution. Under his leadership, the company formed key partnerships with major distributors to extend beyond the Southeast, including collaborations with distributors starting in April 2005, which enabled bottling and sales in additional U.S. regions such as the Mid-Atlantic and Northeast. These efforts emphasized scalable production and targeted marketing to preserve Cheerwine's Southern heritage while appealing to wider audiences. The company's centennial in 2017 highlighted these milestones, with celebrations including a limited-edition can series and a festival in , drawing thousands to commemorate 100 years of production. By that year, Cheerwine achieved nationwide availability through expanded partnerships, reaching all 50 states via supermarkets, convenience stores, and online sales. Carolina Beverage Corporation remains under Ritchie family ownership, positioning Cheerwine as the oldest continuously family-operated company in the United States.

Product Characteristics

Flavor Profile and Ingredients

Cheerwine is renowned for its distinctive black cherry flavor, characterized by a mildly sweet profile with prominent wild cherry notes that evoke a richer, smoother taste compared to more tart cherry sodas. The beverage's high level of contributes to an effervescent , creating a lively fizz that sets it apart from competitors like Cherry Coke, which has a bolder, cola-infused cherry essence. Its iconic burgundy-red hue derives from a combination of and the synthetic Red 40, giving it a visually striking appearance in both bottles and cans. As of the most recent formulation, the full ingredient list for original Cheerwine includes , , , , natural and artificial flavors, , , (to protect flavor), and Red 40. Nutritionally, a 12-ounce serving of original Cheerwine provides approximately 150 calories, primarily from 42 grams of total sugars (all added), with no fat or protein. It contains about 47 milligrams of , comparable to many colas but contributing to its crisp profile without overpowering the fruit-forward taste. Sodium levels are low at 25 milligrams per serving, making it a straightforward indulgence focused on flavor over complexity. In 2025, Cheerwine faced scrutiny over its use of Red 40, a petroleum-based synthetic dye linked to potential concerns including hyperactivity and other neurobehavioral effects in children, as highlighted by public health advocates and research from bodies like the Office of Hazard Assessment. This reflects a national trend, with the FDA announcing in April 2025 a phase-out of petroleum-based synthetic dyes including Red 40 by the end of 2026, in addition to the earlier revocation of Red No. 3 authorization in January 2025 due to cancer risks in animal studies. In , House Bill 440 introduced in March 2025 addressed prohibited food additives effective January 2027, though it did not specifically target synthetic dyes and did not advance past committee as of May 2025. As of November 2025, Cheerwine has not announced changes to its use of Red 40.

Variants

Cheerwine offers several variants that extend the original cherry-flavored , catering to different dietary preferences and seasonal occasions. Cheerwine Zero , formerly known as Diet Cheerwine, is a zero-calorie version sweetened with a blend of and , avoiding . Introduced in the 1960s as Diet Cheerwine, it was rebranded to Cheerwine Zero in 2021 to emphasize its sugar-free profile while retaining the effervescent cherry taste. This variant contains approximately 3.94 mg of per ounce, similar to the original. For consumers seeking a stimulant-free option, Caffeine-Free Diet Cheerwine provides the same zero-calorie, sucralose-sweetened formula without . It is available in formats such as 12-ounce cans and 2-liter bottles, maintaining the bold cherry flavor profile. Retro Cheerwine evokes the drink's early 20th-century origins by using real cane sugar instead of , packaged in twist-off glass bottles for a experience. This variant delivers a smoother, less syrupy compared to the standard formula. Seasonally, Holiday Cheerwine Punch blends the core Cheerwine flavor with and for a festive, ready-to-serve punch. Launched as a limited-edition product in recent years, it is offered in 2-liter bottles and 24-packs of cans during the holiday period. Past limited-edition collaborations include Cheerwine Kreme, developed with from 2010 to 2017, which infused the cherry soda with hints of the doughnut chain's original glazed flavor. These partnerships highlighted regional ties between the North Carolina-based brands.

Production and Distribution

Manufacturing Process

Cheerwine is produced by the Carolina Beverage Corporation at its primary facility in , where bottling and canning operations have been conducted since 1917. The process begins with the preparation of a proprietary beverage in large mixing tanks, where concentrated natural and artificial cherry flavorings are computer-blended with purified water and , or cane sugar for the glass bottle variant. Red 40 is incorporated during this stage to provide the soda's distinctive burgundy hue. This is then proportioned and mixed with in a controlled system to achieve the desired fizz and flavor balance. The carbonated mixture is subsequently filled into containers using high-speed production lines, following a rinsing step with to ensure cleanliness. Pasteurization is applied to maintain product stability, particularly for non-carbonated variants used in dispensing. Packaging options include returnable bottles, aluminum cans, 2-liter plastic bottles, and 20-ounce PET containers, with the produced separately without carbonation for soda applications. As a family-owned operation in its fifth generation, Carolina Beverage Corporation emphasizes through adherence to FDA standards for and labeling. In 2025, the company faced increased scrutiny over its use of Red 40 amid national and state-level concerns about synthetic dyes, including FDA and HHS actions to phase out certain petroleum-based colorants by 2026-2027 due to potential risks; however, no immediate changes were announced as of 2025. Capacity has expanded through strategic partnerships, such as with for broader production support, enabling output of over 60 million cases of soft drinks annually, predominantly Cheerwine, to serve regional and national markets.

Availability and Reach

Cheerwine has its core availability in the , with the strongest market penetration in , , , Georgia, and . It is prominently stocked in regional grocery chains such as , , , and , where it remains a staple in local supermarkets and convenience stores. Following its expansion through partnerships with PepsiCo bottlers starting in the early 2010s and achieving nationwide distribution by 2017, Cheerwine is now available in all 50 states. Consumers can find it at national retailers including , World Market, , Target, and select locations, broadening its reach beyond traditional Southern markets. In addition to bottled and canned options, Cheerwine is served as a fountain drink at regional fast-food chains like Cook Out across the Southeast and at select Bojangles locations, especially in the area of . For wider accessibility, the official Cheerwine online store offers direct purchases of cans, glass bottles, and multipacks, with nationwide shipping available. Internationally, Cheerwine's reach remains limited, primarily through specialty imports and online retailers in and select European markets, though official distribution is confined to the .

Cultural Impact

Festivals and Events

The annual Cheerwine Festival, held in —Cheerwine's hometown—began in 2017 to commemorate the soft drink's 100th anniversary. This free, family-friendly event transforms downtown each spring, typically in May, into a celebration of Southern culture with live music from local and regional bands, food trucks offering Cheerwine-inspired dishes, craft vendors, memorabilia stalls, and interactive tastings of the cherry soda. Activities cater to , including kids' zones with games and educational exhibits on Cheerwine's , drawing fans from across the and beyond to experience the brand's . The 2025 Cheerwine Festival, marking its eighth year on May 17, featured an expanded lineup of regional artists such as the Caroline Keller Band and the Next Level Band, alongside over 60 food vendors and specialty shops, contributing to its status as one of the largest iterations with an estimated attendees filling the streets. Attendance has grown steadily, reaching record crowds of over in 2023, 2024, and 2025, underscoring the event's rising popularity as a staple of spring festivities in Rowan County. Organizers partner with the City of to ensure smooth logistics, including free shuttles and expanded footprints to accommodate the influx. Beyond the flagship festival, Cheerwine supports various local events across through sponsorships and activations, enhancing community gatherings with branded promotions. For instance, the brand maintains a prominent presence at the , where it operates a in the Got to Be NC area and inspires fair foods like Cheerwine slushies, funnel cakes, and the "Cheerwine Dream" dessert, available annually from mid-October. Historically, Cheerwine has sponsored parades, such as the 2003 250 Fest parade in Rowan County, and participates in other fairs and holiday-season promotions to highlight seasonal variants like Holiday Punch, which returns to stores each winter to evoke festive traditions. These initiatives deliver significant community benefits, particularly in , where the festival generates substantial economic impact—over $6.3 million from the 2024 edition alone through visitor spending on lodging, dining, and retail—while bolstering Rowan County's by spotlighting Cheerwine's 1917 origins and ties to local identity. The events foster for small businesses and reinforce North Carolina's , attracting out-of-state visitors and promoting the region's entrepreneurial spirit.

Culinary and Media Presence

Cheerwine's distinctive cherry flavor has inspired a variety of culinary applications, particularly in Southern cooking, where it serves as a versatile ingredient in sauces, desserts, and beverages. Popular recipes include Cheerwine BBQ sauce, which combines the soda with , , , and spices for a tangy glaze used on ribs, , and grilled meats, as featured in collections from the Cheerwine and regional publications like Our State Magazine. Desserts such as Cheerwine cake and incorporate the soda into batters for a moist, fruity profile, often paired with glazes reduced from Cheerwine syrup to enhance the cherry notes. Punches remain a staple for gatherings, with the classic Cheerwine Punch mixing the soda with and for a refreshing, non-alcoholic option. In , Cheerwine elevates cocktails by adding effervescence and subtle sweetness to spirit-forward drinks. The Cheerwine Sangria blends , brandy, , cherry , and fresh fruits like peaches and , chilled overnight before topping with the soda for a festive, fruit-infused libation popularized by chefs like . A Cheerwine Spritz combines the soda with , lime juice, and simple syrup over ice, offering a light, bubbly alternative to traditional aperitifs, though variations with and also highlight its adaptability. Holiday punches, such as those using the seasonal Cheerwine Holiday Punch variant with and , incorporate bourbon or for warming, crowd-pleasing options during winter celebrations. Cheerwine has maintained a notable presence in media and popular culture, particularly through motorsports and branding that underscore its Southern heritage. In the 1990s, the brand sponsored NASCAR driver Morgan Shepherd's No. 21 Ford in the Busch Series, featuring vibrant red liveries that boosted visibility in the Southeast during races from 1994 to 1995. Iconic slogans like "Nectar of the South" and "Born in the South. Raised in a Glass" have reinforced its regional identity in advertising campaigns since the mid-20th century, evoking nostalgia and cultural pride. Partnerships have further amplified Cheerwine's media footprint, including a with from 2010 to 2017 that produced Cheerwine-filled doughnuts and a limited-edition Cheerwine Kreme soda infused with the doughnut chain's signature glaze, celebrating both brands' roots and drawing widespread fan enthusiasm. Modern efforts, such as the 2018 "Uniquely Southern" campaign and 2020's summer prize promotions, engage audiences by tying Cheerwine to Southern traditions like and family meals, encouraging that highlights its role in everyday rituals. As a regional , Cheerwine embodies Southern and through its integration into home cooking and creative beverages, fostering a of enthusiasts via fan-submitted recipes on the official website, such as adaptations that balance tartness with the soda's sweetness. This involvement, alongside its media ties, solidifies Cheerwine's status as a cultural touchstone beyond mere refreshment.

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