By Mark Wineka
mwineka@salisburypost.com
Salisbury-based Cheerwine experienced a strong increase in consumption dollars and units in grocery retailers across the Southeast during a 12-week period (ending Jan. 25), according to Information Resources Inc., Southeastern U.S. Grocery.
Regular Cheerwine consumption increased 19 percent (dollars) and 28 percent (units), while Diet Cheerwine increased by 12 percent in units, a company press release said.
The company added that its consumption growth has Cheerwine outperforming top competitors in the category, such as 7Up and Dr Pepper.
Tom Barbitta, vice president of marketing, said with overall sales in the carbonated soft drink category slumping, Cheerwine attributed its growth to factors such as the soft drink’s new packaging and marketing, a “new-market momentum,” good retail execution by the company sales team “and our loyalists who love the product and continue to spread the word.”
“We don’t foresee the brand slowing down any time soon, either,” Barbitta said. “We’re about to launch an entire digital extravaganza in 2009 as well as host several launch and marketing events across the Southeast.”
Cheerwine unveiled new packaging and marketing in 2008 and expanded in Georgia, especially in the Atlanta region.
This spring, Barbitta said, Cheerwine will launch its new online world ó www.itsasoftdrink.com ó and its “Chilled Out Tour,” which will visit select markets in the Southeast.
Cheerwine, founded in 1917, is owned and distributed by the Carolina Beverage Corp. and Cheerwine Bottling Co. in Salisbury. Cheerwine is available in supermarkets and convenience stores in select states nationwide and on the Web site at www.cheerwine.com.