Cheerwine to present Avett Brothers in concert

  • Posted: Wednesday, June 19, 2013 4:01 p.m.
An image of the specially-designed pack of Cheerwine.
An image of the specially-designed pack of Cheerwine.

Cheerwine today announced the return of the Legendary Giveback, which culminates in a musical benefit headlined by indie rockers, The Avett Brothers. The evening of music raises awareness and funds for Operation Homefront and Big Brothers Big Sisters to support families across the U.S.

The collaboration of the North Carolina icons in the Legendary Giveback II will not only provide an additional opportunity to raise the profile of groups in need, but will offer fans throughout the U.S. another chance to see the Grammy-nominated group perform, a press release said.


“We are excited to work with Cheerwine again this year, both to help out these organizations which are so close to our heart, and to be able to connect with our fans and give them another great show,” says Scott Avett of The Avett Brothers.

Last year’s inaugural concert took place in Charlottesville, Va., with a sold-out crowd of 5,000 and an additional 12,000 concertgoers from 17 different countries who attended the event via Livestream. As a result of last year’s success, the yet-to-be-disclosed location of the Legendary Giveback II concert will be announced later this summer.

Cheerwine will again provide fans a chance to attend the concert through a sweepstakes on the company’s Facebook page. In addition, fans will be able to play a “Spin to Win” game for a chance to win more prizes by entering codes found on specially marked packages of the soft drink. The sweepstakes has been expanded this year to allow entries from nearly every state in the U.S. Cheerwine will also introduce Limited Edition 12-packs designed by artist Charles Crisler with special Legendary Access “hidden cans” to be included in select packs sold throughout the Southeast.

“Cheerwine is an independent, family-owned company that truly believes each of us can make a positive impact in our communities,” says Tom Barbitta, senior vice president of sales and marketing for Cheerwine. “This event speaks to the love we have for our fans. It is therefore a ‘giveback’ to them as well, a way to say ‘thank you.’ The Avett Brothers are not just a great band, they are great people giving so much of themselves, thus allowing us to grow our contribution this year through the Legendary Giveback II.”

The band blends bluegrass, folk, pop, country and rock in their music, which has wowed both fans and critics. The group is on tour promoting their Grammy-nominated album, “The Carpenter.”

Details of the Legendary Giveback II will be unveiled in August. To enter the sweepstakes and to hear any updates visit www.cheerwine.com/giveback, Facebook.com/Cheerwine or follow Cheerwine at twitter.com/DrinkCheerwine.

More information about the Avett Brothers can be found at www.theavettbrothers.com or Facebook.com/theavettbrothers.

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