SALISBURY — Cheerwine 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.
The location for the concert has not been decided, said Tom Barbitta, senior vice president of marketing and sales for Cheerwine.
Cheerwine will determine where to present the Avett Brothers based on consumer feedback in the coming months, “but most importantly, what venues are available and what part of the Cheerwine territory makes the most sense,” Barbitta said.
Cheerwine has partnered with PepsiCo to expand beyond the South and aims to be on grocery store shelves in all 50 states by 2017.
A portion of 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 service members and wounded warriors, will be a primary recipient. Cheerwine will announce other partner organizations this summer.
“Cheerwine is a great family company whose cornerstone has always been placing the community before itself,” Barbitta said.
The 95-year-old, family-owned soft drink company frequently sponsors local charities and events, and the concert with the Avett Brothers will give Cheerwine the opportunity to increase the scope of the company’s 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,” Barbitta said.
The Legendary Giveback event 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,” Barbitta said. “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 no. 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 can suggest locations for the event and follow updates at Facebook.com/Cheerwine and Twitter at twitter.com/DrinkCheerwine.
Launched in 1917 by L.D. Peeler, Cheerwine is owned and distributed by the Carolina Beverage Corporation and Cheerwine Bottling Company in Salisbury. The company is privately owned and managed by the same founding family.
The Avett Brothers formed in 2001 in Charlotte when banjoist Scott Avett and guitarist Seth Avett joined forces with standup bass player Bob Crawford.
Raised in Concord, the Avett Brothers were influenced by their dad, Jim Avett, who shared his box of eight-track tapes including albums by Bob Dylan, Neil Young, Crosby, Stills & Nash, and Jim’s own folksy duo, Common Decency.
Because of their wide range of influences, the Avett Brothers have been described as a combination of folk, country, bluegrass, rock and pop, with punk-style dynamics here and there. For more information, go to www.theavettbrothers.com .