The Story Behind the South's Favorite Cherry Flavored Soda (2024)

1917

L.D. Peeler created Cheerwine in 1917 in Salisbury, North Carolina amid a sugar shortage. His drive to start his own soft drink led him to a salesman from St. Louis who sold him a wild cherry flavor that blended well with other flavors. With the perfect taste secured, he needed a name. With a burgundy-red color and cheery disposition, the name "Cheerwine" simply made sense. The taste sensation known as Cheerwine was born. This cherry soda from North Carolina with a bubbly effervescence and one of a kind taste became an instant hit.

THE 20'S

The original Cheerwine bottle had a paper label. By 1920, as we gained popularity, a glass bottle with three cherries and the Cheerwine name molded into the shoulder was produced. Demand went up and we had no choice but to get our first delivery truck. Before then, the good stuff was delivered by train as well as horse and wagon.

The advent of radio helped Cheerwine get the word out. Our first slogan: For Health & Pleasure! What can we say, it was a simpler time.

THE 30'S

L.D. Peeler passed away in 1931 and his son, Clifford, took over as President of Carolina Beverage Corporation & Cheerwine Bottling Co. Clifford not only kept the company afloat during the depression, but managed to keep it profitable. It was good to have a product with the word “Cheer” in the name back then.

Our slogans in the 30’s were: Cool Cats, Hits the Thirsty Spot, It’s Good…and Good for you.

THE 40'S

This era brought additional franchising as the war ended, taking Cheerwine as far as Longview, Texas. Clifford Peeler donated scrap metal to the war effort including our first Dixie Filler machine, old signs, and other pieces of memorabilia. Rumor has it, some soldiers claimed to have been able to vaguely make out a Cheerwine logo in metal on the hull of the USS Intrepid.

Our slogan during this period was: In Tune With Your Taste

THE 50'S

Convenience collided with great taste when the first Cheerwine vending machine was built. A bottle of Cheerwine was 5¢. We’d still only charge that much if we could. A case of Cheerwine sold for 80¢. Also, the 6 ounce bottle changed to a “king size” 8 ounce bottle.

In 1953, Dwight Eisenhower became the first President known to enjoy a Cheerwine. After one sip, rumor is he proclaimed “Ike likes!” That’s a POTUS with great taste.

THE 60'S

Cheerwine moved to its present location in July of 1967. The first production was on July 4th in a 100% debt-free, state-of-the-art facility using Crown bottling equipment. It was an Independence Day for the ages.

The first can of Cheerwine was produced during this era. The can proved to be a great way to keep those bubbles nice and bubbly for longer. The first Cheerwine TV commercial was filmed in the 1960’s using the tag Deliciously Different. What an exciting new way to spread the cheer it turned out to be. Eyes were glued and mouths were watering.

THE 70'S

In the late 1970’s, we were happy to have Clifford Peeler’s grandsons, Cliff and Mark Ritchie, join the family business.

We launched Diet Cheerwine in the beginning of the decade. Later, plastic 2-liter bottles were introduced.

THE 80'S

We began expanding our distribution area more aggressively. We introduced the tag: Wildest Cherry Soft Drink.

In 1987, Cheerwine changed its logo to remove the underline and include a splash graphic. 1989 marked the last run of returnable 8 ounce bottles. We’re still waiting for the last one to be returned.

THE 90'S

In 1992, Cheerwine celebrated 75 years of success and produced a commemorative bottle. Many of these bottles have become cherished collectibles.

Mark Ritchie became President of Carolina Beverage Corporation and Cliff Ritchie became President of Cheerwine Bottling in 1992.

The #21 Cheerwine racing car, driven by Morgan Shepherd, made its race debut. Vroom Vroom!

President George H.W. Bush, Sr. came to the Salisbury 4th of July celebration in 1992 becoming the second President known to enjoy a Cheerwine.

THE 00'S

The 00’s marked a period of innovation for us. In 2002, Food Lion introduced the coolest idea ever, Cheerwine Ice Cream. At the press event, the fifth generation of the Peeler family served samples. In 2006, the Cheerwine logo changed to include cherries for the first time since 1920. That same year, Clifford Peeler was inducted into the Beverage World Hall of Fame. Cliff Ritchie was inducted three years later. Cliff also took over as President of Carolina Beverage Corporation in 2007.

Cheerwine teamed up with Krispy Kreme to unveil the Cheerwine Doughnut in 2010. In 2012, Cheerwine and The Avett Brothers launched an annual “Legendary Giveback” concert series which has raised over $200,000 for charity.

We also introduced several new flavors, beginning with Cheerwine Holiday Punch in 2014, Cheerwine Squeeze in 2015, and Cheerwine Kreme in 2016. Cheerwine’s official fan club, Cheerwine Authentic Soda Society, was formed in 2015.

100 YEARS

In 2017, we hosted a Centennial Celebration in downtown Salisbury. Tens of thousands of people attended for a fun filled day of food, music, local craft vendors and of course all the Cheerwine you could drink. The celebration marked the start of the annual Cheerwine Festival. We also released the Centennial Can Series that included throwback graphics from the past 100 years.

After the success of the Centennial Celebration, the annual Cheerwine Festival, hosted by the City of Salisbury, has since brought over 100,000 attendees each year to downtown Salisbury's Main Street. You can find a variety of Cheerwine inspired food, drinks and unique crafts that are only available at the festival. The 2020 festival even went virtual to include live music, games, mini-contest giveaways and other activities fans could participate in from the comfort of home.

In 2018 we introduced the taglineUniquely Southernas a celebration of where we come from and our one-of-a-kind taste. In 2019 we launched theCheerwineUniquely Southern Summer Contest - a social media photo contest depicting how fans were creating cheer and enjoyed their summer. Tons of prizes were given out all summer long.

In 2020, with the refresh of Cheerwine.com, we added a library of delicious Cheerwine recipes for all to enjoy, and even an option to submit your own Cheerwine recipe!

In 2021, we introduced Cheerwine Zero Sugar! Same great cherry flavor, none of the sugar.

In February 2023, we launched "Cheerwine Ale" with NoDa Brewing Company out of Charlotte, NC. Proudly presented by two family-owned NC companies, Cheerwine Ale is a Uniquely Southern wheat ale crafted with the perfect touch of cherry and available year-round.

We hope you enjoyed learning a bit more about Cheerwine. Fans like you are sure to make the next 100 years as great as the last. Cheers!

Download the Cheerwine history timeline here