The Sweet Legacy of Cheerwine in Rowan County
In the heart of Rowan County, a fizzy delight has been a symbol of tradition, community, and Southern charm for over a century. Cheerwine, the uniquely Southern cherry soda, is more than just a beverage; it’s a beloved legacy company that has woven itself into the fabric of our community. As we celebrate the rich history and enduring success of Rowan County’s iconic businesses, Cheerwine stands out as a testament to local entrepreneurship, resilience, and the sweet taste of success.
Over a Century of Sweetness
Founded in 1917 by L.D. Peeler in Salisbury, North Carolina, Cheerwine was born out of a desire to create a distinctive soft drink that would stand apart from the rest. With its deep cherry flavor and effervescent bubbles, Cheerwine quickly captured the hearts and taste buds of locals. Over the years, it has become an integral part of our community’s identity, a beverage that generations of Rowan County residents have enjoyed.
Family-Owned and Proud
What sets Cheerwine apart is its unwavering commitment to being family-owned and operated. The Peeler family has stewarded the brand through four generations, ensuring that its legacy remains strong and its values intact. In the late 1970s, leadership was passed to Clifford Peeler’s grandsons, Cliff and Mark Ritchie. Cliff continues to serve as the President of Carolina Beverage Corporation.
The involvement of family members remains robust, with Joy Harper (Cliff’s daughter), Carl Ritchie (Cliff’s son), and Mac McQueen (cousin) all playing active roles in the business. This familial dedication has allowed Cheerwine to maintain its unique flavor and high-quality standards while fostering a deep connection with the community it calls home
Community Connections
Cheerwine’s influence extends far beyond its iconic taste. The company has been a steadfast supporter of local initiatives, events, and charitable causes. From sponsoring community festivals to supporting local nonprofits like Smart Start Rowan, Rowan Helping Ministries, and countless others, Cheerwine has consistently given back to Rowan County, enriching the lives of its residents and fostering a sense of unity and pride.
The Peeler family’s impact reaches deep into the community, with St. John’s Lutheran Church naming its Child Development Center after Dr. Shirley Ritchie, who founded the center and remained deeply connected to it until her passing. Access to childcare and childhood development has long been a priority for the family, a commitment that continues through their support of Partners in Learning Child Development & Family Resource Center, also founded by Dr. Ritchie. Her daughter, Celia Jarrett, carries on this legacy as the Board Chair.
The annual Cheerwine Festival, which began in 2017 to celebrate their 100-year anniversary, draws thousands of visitors to Salisbury, showcasing local talent, businesses, and the vibrant spirit of our community.
Innovation and Growth
Despite its century-old roots, Cheerwine is not a company that rests on its laurels. Embracing innovation, the brand has expanded its product line to include diet versions, Cheerwine Kreme (a collaboration with Krispy Kreme), and various seasonal flavors, ensuring that it continues to meet the evolving tastes of consumers. The iconic brand even partnered with another Rowan original legacy business, Food Lion, to launch a store brand Cheerwine Ice Cream in 2002. More recently, Cheerwine launched its Cheerwine Zero Sugar option, featuring the same great cherry flavor with none of the sugar. Just last year, it debuted its official “Cheerwine Ale” in partnership with NoDa Brewing Company out of Charlotte, NC. This blend of tradition and innovation has allowed Cheerwine to thrive in a competitive market while remaining true to its heritage
Behind the Bubbles: Inside Cheerwine’s Operations
Cheerwine, headquartered in Salisbury, North Carolina, employs a dedicated workforce who contribute to the brand’s continued success and innovation. The company’s state-of-the-art facility in Salisbury serves as the central hub for its operations, including production, distribution, and administrative functions. This expansive space enables Cheerwine to efficiently meet the demands of its loyal customers while maintaining the high standards that have made it a beloved staple in Rowan County and beyond
Looking to the Future
As we look to the future, Cheerwine’s legacy offers a powerful reminder of the importance of perseverance, community support, and innovation. The Rowan EDC is proud to recognize Cheerwine as a shining example of a legacy company that has not only survived but flourished, contributing to the economic and social vitality of our region.
Cheerwine is more than just a soda; it’s a symbol of Rowan County’s spirit and resilience. As we embark on our Forward Rowan 2 campaign, we honor Cheerwine’s century-long commitment to excellence and community in Rowan County, and want to sincerely thank them for their support towards Rowan County’s economy, workforce, and making us so gosh darn sweet!
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