In 1917, as World War I reshaped economies and culture around the globe, a small town in North Carolina gave rise to a new beverage that would capture the hearts of generations. Salisbury pharmacist L.D. Peeler created Cheerwine after experimenting with unique flavorings at a time when sugar shortages forced soda makers to innovate. Using a recipe sourced through a St. Louis flavor supplier, he developed a cherry-flavored soft drink unlike anything on the market.
The soda was striking not only for its taste but also for its rich burgundy color, which led to the name “Cheerwine.” “Cheer” reflected the drink’s uplifting quality, while “wine” referred to its deep hue rather than any alcoholic content. From its earliest days, Cheerwine stood out among colas and root beers by offering something refreshingly different.
A Family-Owned Legacy
What makes Cheerwine truly unique is that it has remained a family-owned business for over a century. Carolina Beverage Corporation, still operated by descendants of Peeler, has weathered decades of shifting consumer tastes, corporate mergers, and market pressures while staying true to its identity.
Unlike many regional sodas that disappeared as national brands expanded, Cheerwine maintained a fiercely loyal customer base across the Carolinas. The company’s strategy of slow and steady growth allowed it to hold its place in Southern culture without being swallowed up by giants like Coca-Cola or Pepsi.
Expanding the Brand
Throughout the 20th century, Cheerwine became more than just a soda—it became a cultural icon. By the 1970s and 1980s, its advertising leaned into Southern pride, presenting the drink as a hometown favorite with a quirky, independent spirit. Cheerwine’s slogan, “Born in the South. Raised in a Glass,” captured its sense of place and authenticity.
In 2010, the brand celebrated its 93rd anniversary by launching a partnership with Krispy Kreme to release Cheerwine-flavored doughnuts, a collaboration that was met with great enthusiasm. More recently, the company expanded distribution into additional states and even partnered with Pepsi in select markets to broaden its reach while maintaining its small-town roots.
Cheerwine in Southern Culture
For many in the South, Cheerwine is more than a drink—it is a taste of home and tradition. It is often associated with summer barbecues, cookouts, and family gatherings, where glass bottles of the soda are served ice-cold. Its flavor profile—bold cherry sweetness with a subtle fizz—pairs well with savory Southern foods like pulled pork, fried chicken, and biscuits.
Cheerwine has also inspired creative culinary uses. Restaurants and home cooks alike have incorporated it into barbecue sauces, marinades, cakes, and cocktails, demonstrating its versatility beyond the bottle. Its presence in Southern cookbooks and kitchens underscores its place as a cultural staple.
Surviving in a Competitive Market
The survival of Cheerwine for more than a century is no small feat. Most regional soft drinks disappeared under the dominance of multinational corporations. Cheerwine’s endurance can be credited to its careful stewardship by the Peeler family, its embrace of Southern identity, and its ability to balance tradition with innovation.
As craft sodas and local food movements gained popularity in recent decades, Cheerwine’s long history and authentic roots positioned it as both nostalgic and trendy. The brand successfully capitalized on its vintage charm while continuing to win over new generations of soda drinkers.
The Future of Cheerwine
Today, Cheerwine can be found well beyond its North Carolina birthplace. While still most popular in the South, online ordering and expanded distribution have introduced the cherry soda to fans nationwide and even internationally. The company continues to celebrate its heritage through events like Cheerwine Festivals in Salisbury, drawing crowds eager to celebrate the brand’s legacy.
As it moves further into the 21st century, Cheerwine remains a symbol of perseverance, tradition, and Southern flavor. Its story shows that sometimes the strongest brands are not the biggest, but the ones that stay true to their roots and to the people who have loved them for generations.