Cheerwine and The Avett Brothers team up to benefit nonprofits

Published 12:00 am Sunday, August 14, 2016

SALISBURY – For the fifth year, Cheerwine and The Avett Brothers are working together to host one legendary concert to raise funds to benefit three deserving nonprofits.

Both from North Carolina, Cheerwine and The Avett Brothers have raised more than $200,000 for charities to date through a series of “Legendary Giveback” concerts.

For the first time this year, fans from across the country can join the two Southern legends in their fundraising efforts on Indiegogo, starting Sept. 15, to elevate charitable donations above and beyond concert proceeds. Cheerwine and The Avett Brothers truly want to create a “legendary giveback” movement, and will work with the individual charities on establishing a fundraising goal to support their unique projects and causes.

The charity partners will be announced by the end of August.

“It’s bigger than just establishing a number and asking people to help us reach it,” said Joy Ritchie Harper, head of marketing for Cheerwine. “What it comes down to is getting to know these organizations and understanding how we can support each charity’s unique mission. Each year we work to understand their needs and areas of support with the hopes we can make a difference. People can visit our Indiegogo page to watch how their donations will be used.”

Sign up to be the first to know when you can donate to our Legendary Giveback beneficiaries.

As special thanks to those who donate to the partnering charities, Cheerwine and The Avett Brothers will offer a variety of rewards on Indiegogo for different donation levels — from Cheerwine coupons to autographed concert posters from The Avett Brothers.

Cheerwine and The Avett Brothers’ “Legendary Giveback 5” concert will take place at the Wicomico Youth & Civic Center in Salisbury, Md. on Nov. 19.

Tickets will be pre-sold to Cheerwine and The Avett Brothers fans on Aug. 3, with general tickets for the public available starting Aug. 12 on To sign up for Cheerwine’s fan club, visit To be the first to know about general ticket sales, follow Cheerwine on Facebook, or Twitter @drinkcheerwine.

“Leading up to our fifth ‘Legendary Giveback’ concert, we’re more excited than ever, and can’t wait to host the concert in a new city while giving back to nonprofits that we have heart for,” says Scott Avett, lead singer and co-founder of The Avett Brothers. “And this year, we’re looking forward to having a blast fundraising with fans online.”

The legendary annual event is planned by Cheerwine, the 99-year-old, family-owned, iconic soft drink from Salisbury. Proceeds for the charities come from ticket sales, concert merchandise, an online auction of the “Legendary Giveback Deering Banjo” and the crowd-fundraising page on Indiegogo.

“Through our annual ‘Legendary Giveback’ concerts, we’ve loved bringing cheer to others, whether that’s through the concert itself or through the nonprofit beneficiaries,” Harper said. “We invite everyone who wants to do good to join us in our giveback movement so we can help more people than ever before.”