By Judaea Ingram
Special To The Carolinian
SALISBURY, N.C. – Downtown Salisbury was packed with visitors Saturday as thousands gathered for the annual Cheerwine Festival, celebrating the cherry-flavored soft drink that has remained a North Carolina favorite for generations.
Music echoed through downtown streets as festivalgoers moved between vendor tents, food trucks, live performances, and family activities during the daylong event. Bright red Cheerwine branding could be seen throughout the festival as crowds filled sidewalks carrying drinks, merchandise, and bags from local vendors.
One attendee stood out among the crowd dressed head-to-toe in a Cheerwine-themed suit complete with a hat decorated with Cheerwine cans, capturing the playful energy and hometown pride that filled Salisbury throughout the festival.
Described as a celebration of something “Uniquely Southern,” the family-friendly event featured performances from several local and regional bands along with live entertainment including stilt walkers, jugglers, and free history tours throughout downtown Salisbury. Families crowded around the festival’s free fun zone, which included rock climbing and activities for children and visitors of all ages.
Long lines formed around vendors selling Cheerwine-inspired food, desserts, and handmade merchandise. Sweet Mornings Farm offered Cheerwine jelly, mustard, and pickles, while Zulia Bakery featured Cheerwine syrup cinnamon rolls and Cheerwine cookies that quickly attracted visitors throughout the afternoon. Wonky Sweets sold freeze-dried Cheerwine candy, and Roses & Whiskers introduced festivalgoers to Cheerwine brookie sandwiches, combining brownies and cookies into one dessert.
Beyond the food, local artists and small businesses filled downtown Salisbury with Cheerwine-themed crafts and gifts. Southern Made Signs sold wooden Cheerwine art and magnets, while Tri Laser Focus featured custom cutting boards, ornaments, glasses, and bottles inspired by the soft drink. Other vendors displayed handmade jewelry, stickers, leather goods, and accessories tied to the festival’s signature theme.
A Bojangles food truck added another familiar Southern touch to the atmosphere as visitors moved between crowded vendor tents and entertainment stages throughout the day. Despite the large turnout, the festival maintained a welcoming community atmosphere with families, tourists, and longtime Salisbury residents gathering together in celebration of the hometown drink.
“This is the best event of May,” attendee AJ Forest said.
“I’ve always wanted to go to this festival,” Morgan Conroy added.
Founded in Salisbury in 1917 by local businessman L.D. Peeler, Cheerwine was created during a World War I sugar shortage and became known for its distinct cherry flavor and burgundy color. More than a century later, the drink remains deeply connected to North Carolina culture and identity, with many festivalgoers treating the annual event as both a tradition and a source of hometown pride.
As music continued playing across downtown Salisbury into the evening, the annual Cheerwine Festival once again brought together families, local businesses, and visitors from across the state in a celebration rooted in community, tradition, and one of North Carolina’s most recognizable brands.
