The Avett Brothers Partner With Cheerwine® To Present Legendary Giveback(TM) Concert

The Avett Brothers Partner With Cheerwine® To Present Legendary Giveback(TM) Concert

Southern Icons "Band Together" for Great Cause

SALISBURY, N.C., May 16, 2012 /PRNewswire/ -- Cheerwine®, the legendary soft drink of the South, is joining forces with North Carolina indie-rockers the Avett Brothers to present the Legendary Giveback concert, an evening that will raise awareness and funds for a number of nonprofit organizations this fall. The two Southern icons are teaming up for one night, in one town in the Southeast, to bring their fans together and raise awareness of the causes in need.

A portion of the proceeds raised by the concert will benefit a number of local and national charities, specifically addressing the needs of families. Operation Homefront, a national charity that provides emergency financial and other assistance to the families of our service members and Wounded Warriors, will be one of the primary recipients, and the other partner organizations will be announced this summer.

"Cheerwine is a great family company whose cornerstone has always been placing the community before itself," said Tom Barbitta, Senior Vice President of Marketing and Sales for Cheerwine. The 95-year-old, family-owned soft drink company is a frequent sponsor of local charities and events, and the concert with the Avett Brothers will allow them an opportunity to increase the scope of their charitable work. "Even though Cheerwine is a small brand in an industry of giants, we feel that our commitment to giving back can make a powerful statement, and inspire others that even the 'little guy' can make a difference."

The Legendary Giveback builds upon the relationship Cheerwine and the Avett Brothers have cultivated in recent years, which includes Scott Avett voicing a series of Cheerwine radio advertisements. The partnership will allow Cheerwine and Avett Brothers fans to enjoy the concert experience of a lifetime, with the added bonus of supporting a number of important causes.

"Our relationship with the Avett Brothers is very real, very authentic," added Barbitta. "And since we're both in the business of putting smiles on people's faces, the simple objective of giving back to those in need is something that can bring everyone together."

Founded by brothers Scott and Seth Avett, the band has achieved fame through a combination of their earnest, powerful songwriting and energetic stage shows. Their major label debut, I and Love and You, reached #16 on the Billboard 200; they reached a national audience earlier this year when they appeared with Mumford and Sons and Bob Dylan at the 53rd Grammy Awards.

"As musicians, an event like this is a natural way for us to give back to our fans," said Scott Avett, lead singer and multi-instrumentalist for the Avett Brothers. "To realize the needs of these groups is humbling. We're proud to be able to contribute."

Details of the concert will be revealed in July. Fans are encouraged to stay tuned for updates at Facebook.com/Cheerwine and on Twitter at twitter.com/DrinkCheerwine.

About Cheerwine

CHEERWINE: Born in the South. Raised in a Glass.?

Launched in 1917 by L.D. Peeler, Cheerwine is a soft drink with a flavor that always surprises. It is an iconic brand from North Carolina. Owned and distributed by the Carolina Beverage Corporation and Cheerwine Bottling Company in Salisbury, N.C., the 95-year-old company is still privately owned and managed by the same founding family; four generations of whom have worked there. Cliff Ritchie leads Cheerwine as president and CEO. Available in supermarkets and convenience stores in select states nationwide and on the website at www.cheerwine.com.

About The Avett Brothers

The Avett Brothers formed in 2001 in Charlotte, North Carolina when banjoist Scott Avett and guitarist Seth Avett joined forces with standup bass player Bob Crawford. Raised in the textile town of Concord, North Carolina, the Avett Brothers were influenced by their dad, Jim Avett, who had a box of eight-track tapes that Scott and Seth picked through, listened to and digested. It included albums by Bob Dylan, Neil Young, Crosby, Stills & Nash, and Jim's own folksy duo, Common Decency. Other roots musicians from the folk and country realms filtered into their subconscious, too. Because of their wide range of influences, the Avett Brothers might be described as a rootsy amalgam of folk, country, bluegrass, rock and pop - with a jab of punk-style dynamics here and there. More information about the Avett Brothers can be found at www.theavettbrothers.com or Facebook.com/theavettbrothers.

SOURCE Cheerwine

Cheerwine

CONTACT: Amy Clark, aclark@thethomascollective.com, or Sam Wadhams, swadhams@thethomascollective.com, both of The Thomas Collective, +1-212-229-2294

Web Site: http://www.cheerwine.com


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