SALISBURY — For a while, Cheerwine took the “legend” approach — “Born in the South. Raised in a Glass.”

Then it toyed with “Betcha can’t not smile.”

Now the company is kicking off a new century with an emphasis on its Southern roots. Shoppers will soon see parts of Cheerwine’s “Uniquely Southern” campaign, with a new logo and packaging on store shelves.

Starting in March, Cheerwine will roll out advertising that focuses on how the drink’s cherry taste complements the food, music and places across the Carolinas and the South.

“The South is a special place, with its own unique food, music and a gracious, welcoming way of life,” said Joy Ritchie-Harper, Cheerwine’s vice president of marketing and a fifth-generation founding family member.

But the region is changing.

“Today’s South is a vibrant community of both longtime locals and new residents,” Ritchie-Harper said. “As the definition of what it means to be a Southerner grows and shifts, Cheerwine remains a unique and authentic part of the best of today’s Southern experience.”

For people who have never tasted Cheerwine, Ritchie-Harper and company look forward to sharing.

The independent brand also makes Diet Cheerwine and several limited-release seasonal products.

Cheerwine also plans to celebrate Southern food and places with festivals this year. Closest to home will be the Cheerwine Festival in downtown Salisbury from 10 a.m. to 8 p.m. May 19, with live music, Southern food, family-friendly activities, a beer garden and local crafts vendors.

Cheerwine’s 2017 festival downtown — its Centennial Celebration — drew more than 30,000 people and left locals calling for an annual festival. The city has teamed up with the company to make it happen again in 2018.

On the food front, Cheerwine has teamed up with Heidi Billotto, a Charlotte-based culinary expert, to share recipes and ways to use Cheerwine in the kitchen through short “how to” videos that will be released throughout 2018.

The first video featuring a Cheerwine Chocolate Mug Cake is posted on the company’s Facebook page.