Cheerwine slims down for new four-pack launch in California

  • Posted: Saturday, December 8, 2012 6:01 p.m.

SALISBURY — Cheerwine will introduce a four-pack of 12-ounce cans, launching in California for initial distribution on the West Coast.

The soft drink from Salisbury has a loyal following of Southern fans, many of whom have relocated to other parts of the country, the company said.

West Coasters will be the first to try the new four-pack, which contain Cheerwine’s original formula packaged in contemporary 12-ounce aluminum slim line cans.

“We see many new trends in the beverage industry seeding in the west and moving quickly east,” said Tom Barbitta, senior vice president of sales and marketing for Cheerwine. “Our innovative packaging and vintage real cane sugar formula will resonate with consumers, many of whom will be introduced to the Cheerwine brand through this package, which is designed to break through the ‘sameness’ in soft drinks.”

Barbitta said the limited launch will be a testing ground for Cheerwine as the brand continues to grow nationally. The company has a mission to be available in all 50 states by its 100th anniversary in 2017.

Cheerwine is a 95-year-old brand that has been owned and operated by the same Salisbury family for four generations. The soft drink has been produced with its original recipe since 1917.

Produced in Modesto, Calif., by Seven-Up Bottling Co., the sleek cans will be available at traditional food and specialty retail. The Cheerwine four-pack has a suggested retail price ranging from $3.99 to $4.99.

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