Staff report

SALISBURY — Cheerwine’s matching pledge campaign with the Rowan County United Way is off to a fast start with 15 percent of “new” money already reported.

Cheerwine, a longtime supporter of the local United Way, is continuing its 100th anniversary celebration with the “100 for 100” campaign. The soft drink company is matching, dollar for dollar, each new donation to this fall’s United Way campaign, up to $100,000.

Cliff Ritchie, president and CEO of Cheerwine, announced the campaign at the United Way’s campaign kickoff earlier this month.

The company will also donate a year’s supply of Cheerwine to winners of contests at United Way report meetings and the campaign finale this fall.

Cheerwine was created in 1917 by L.D. Peeler during a World War I sugar shortage. He bought cherry flavoring from a traveling salesman from St. Louis and mixed it with other flavors to create the soft drink. It was named for its color, which resembles that of red wine.

The Rowan County United Way has a goal of $1,478,000 this year. Salisbury City Manager Lane Bailey and Rowan County Manager Aaron Church are serving as co-chairmen of the fundraising.

The finale will be held from noon-1 p.m. Nov. 15 at the Salisbury YMCA.

Reports of the Cheerwine campaign and other companies’ pledges will be given at meetings from noon to 1 p.m. Oct. 11 at Ben Mynatt Nissan; noon to 1 p.m. Oct. 25 at Team Chevrolet; and noon to 1 p.m. Nov. 8 at Cloninger.

In announcing the matching pledge campaign, Ritchie said, “Cheerwine is giving back to the community that has meant so much to us.”

Ritchie is the great-grandson of the founder of Cheerwine.

Jackie Harris, resource development and marketing director of the United Way, said Cheerwine has always been supportive of the United Way.

“The ‘100 for 100’ goes over and above anything we thought possible and comes as we are faced with some plant closings and other challenges. It could not have happened at a better time,” Harris said.