A Cheerwine Festival to Remember
What began as a small 100th anniversary event celebrating Cheerwine’s 1917 beginning in Salisbury has evolved through the years into the annual Cheerwine Festival. Within the past three years, the springtime festival has welcomed over 100,000 visitors, provided business opportunities for regional sponsors such as food, beer, arts and crafts vendors and brought a strong day of sales for downtown Salisbury merchants. Cheerwine, the event partner, also ties the festival to a charitable-giving opportunity for non-profit organizations in Rowan County. But when life began to shift due to COVID-19 after the first of 2020, festival planners were faced with a big decision: cancel the beloved festival or adapt to the circumstances.