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City Events

Cheerwine Festival

Event date: 5/19/2018 10:00 AM - 8:00 PM Export event

Cheerwine Festival

To commemorate the launch of Cheerwine’s second century, the City of Salisbury and Cheerwine are teaming up to host a Cheerwine-themed festival.

The free event will take place on Saturday, May 19, in downtown Salisbury from 10 a.m. to 8 p.m. Cheerwine fans will enjoy cold Cheerwine, live music, great Southern food, shopping for Cheerwine merchandise, family-friendly activities, a beer garden and local craft vendors.

“As Cheerwine’s hometown, Salisbury is thrilled to partner with the soft drink manufacturer on the second Cheerwine Festival, following the success of the 100th anniversary event in 2017,” said Salisbury Mayor Al Heggins. “Cheerwine has been a staple in Salisbury homes since the beverage’s founding in 1917, and we look forward to its continued success in our community.”

In 2017, the brand commemorated its 100th birthday by inviting Cheerwine fans of all ages to its “Centennial Celebration” in Salisbury. With plenty of Cheerwine, live music and a barbecue contest, more than 30,000 people packed the streets of Salisbury.

Live Music

No festival is complete without rockin’ live music. Several bands are scheduled to perform throughout the day at the Festival:

  • Big Tez, Jamie Wright and the Rhythm Section, 11 a.m. - 12 p.m.
  • Cassette Rewind, 12:30 - 1:30 p.m.
  • Gump Fiction, 2:00 - 3:00 p.m.
  • Travers Brothership, 3:30 - 4:30 p.m.
  • Jive Mother Mary, 5:00 - 6:00 p.m.
  • Sister Hazel, 6:30 - 8:00 p.m.

F&M Bank Kids Zone

We didn't forget to have amazing activities for the kids. Visit the Kids Zone to enjoy:

  • Face Painting
  • Circus Daze Clowns
  • Inflatables
  • Stilt Walkers
  • Happy Root activities
  • Rock Climbing Wall


Enjoy a variety of tasty offerings for everyone from Southern food lovers to picky eaters from festival vendors, plus restaurants and eateries in Downtown Salisbury. To see a list of downtown businesses, please visit

Beer Garden

Featuring five local breweries, near the 200 block of North Main Street. Alcoholic beverages must be purchased in the Berr Garden, but can be consumed throughout the Festival area (but NOT outside the Festival area.) Must be 21 years of age Valid ID required.

Frequently Asked Questions

ATM Locations

There are multiple ATM machines in the immediate Cheerwine Festival area in downtown Salisbury. An F&M Bank ATM is located in the 100 block of North Main St., near the intersection of North Main and Innes St. A Wells Fargo ATM is located in the 300 block of South Main St., near the intersection of South Main and West Fisher St. A second F&M Bank ATM is located at 420 North Main St., while a Sharonview Federal Credit Union ATM is located at 501 North Main St., both just blocks from the Cheerwine Festival footprint.

About Cheerwine: Uniquely Southern

Created in 1917 by L.D. Peeler, Cheerwine is a one-of-a-kind soft drink with a unique cherry flavor. It is an iconic brand from Salisbury, North Carolina. Owned by the Carolina Beverage Corporation, the 101-year-old company is still privately owned and managed by the same founding family, five generations of whom have worked there. Cliff Ritchie leads Cheerwine as president and CEO. Available in supermarkets, restaurants, mass merchandisers and convenience stores in select states nationwide and For more information, follow Cheerwine on Facebook at or on Twitter and Instagram @drinkcheerwine.

Business Participation

Please note that applications are closed for all vendors, since the deadline has passed. Thank you to all the beer, craft and food vendors who applied.

Cheerwine Beverages

Cheerwine canned soft drinks will be offered for $1, while Cheerwine 20 oz bottled drinks will be offered for $2. All proceeds from the official Cheerwine soft drink tent sales will benefit Rowan Helping Ministries. Recycling proceeds will benefit Faithful Friends Animal Sanctuary.

Cheerwine Fan Club

You can register to become a member of the Cheerwine Fan Club at the Fan Club tent to receive Cheerwine news and offers on Cheerwine, merchandise and more. Current fans can visit the tent to find out about the special Cheerwine Fan festival activity!

Cheerwine History Exhibit

A Cheerwine History Exhibit will take center stage at the Rowan Public Library beginning Wednesday, May 9 through Festival day from 10 a.m. to 1 p.m. View and hear the story of Cheerwine’s founding right here in Salisbury 101 years ago.

Cheerwine Merchandise

Available for purchase throughout the Festival, including two official Cheerwine merchandise tents and in downtown Salisbury merchant shops. Look for new items from Cheerwine this year!


To celebrate the soft drink’s centennial in 2017, nearly 40,000 Cheerwine beverages were provided at no charge to all Festival attendees. In 2018, Cheerwine will be sold by food vendors and at official Cheerwine sales tents. All proceeds from the official Cheerwine soft drink tent sales will be donated to a local non-profit: Rowan Helping Ministries

Credit Cards/Cash

Festival vendors may accept various forms of payment for purchases. Please be advised that some vendors may not accept debit/credit cards. See the ATM information above.


An emergency station will be established at 112 North Main Street. The station will be manned by public safety and health services staff.

Festival Hours

The Cheerwine Festival will officially begin at 10 a.m. and end at 8 p.m.

Handicap Parking

Handicapped parking for the Festival is located behind the Allied Finance Building on 231 S. Main St. The entrance is on E. Bank St. Please place your handicapped placard in a visible location.


Salisbury has a number of hotels and Bed and Breakfasts in the immediate area for fun overnight stays. Go to for information on lodging.

Lost and Found

Please bring any items found during the Festival to one of the two official Information Booths located along Main Street. Visitors can check for lost items at these locations.


A map of the festival area is available as a PDF DOWNLOAD. Look up the parking map at

Nursing Mothers

Nursing mothers who would like to nurse indoors or in private can visit the information booth on South Main Street.


Parking for the Cheerwine Festival is varied throughout the City of Salisbury. Specifically, festival-goers can access parking in the downtown Salisbury area, except where otherwise noted. Satellite parking shuttle stops will be available at Rowan-Cabarrus Community College near Jake Alexander Blvd.
Look up the parking map at


Photographers will be at the Festival throughout the day. Please be advised that these images may appear in marketing materials, and attendance at this public event is your consent to have your photograph taken.

Prohibited List

No outside alcoholic beverages
No pets
No bicycles
No skateboards or skates
No signs
Shirts and Shoes required

Public Restrooms

Public restrooms (Port-A-Potties), along with central hand-washing stations, will be available along Main Street. Please refer to the Festival map for specific locations.

Rain Date

The event will be held rain or shine. In the event of severe weather or an act of God, the Festival may be rescheduled or cancelled outright.


Designated recycling bins are available along the event route. All recycling proceeds will be donated to Faithful Friends Animal Sanctuary.

Road Closures

To accommodate the anticipated increased crowd and activities for Festival-goers, event organizers have expanded the event footprint from the 2017 event. Four roadways will be closed in downtown Salisbury from Friday, May 18 at 8 p.m. to Sunday, May 20 at 12 a.m. Drivers will experience detours on the following roadways:
  • S. Main St. will be closed from E. Bank to E. Liberty St.
  • E. Innes St. will be closed beginning at S. Lee St. to N. Church St.
  • E. Fisher St. will be closed beginning at S. Lee St. to S. Church St.
  • E. Council St. will be closed beginning at S. Lee St. to N. Church St.


The health, safety and security of our Cheerwine Festival attendees is our top priority. Law enforcement and other public safety officials will be located both in downtown Salisbury and periodically within the extended parking areas. Please speak to the nearest officer or reach out to Festival staff if assistance is needed. Suspicious behavior should be addressed by law enforcement. For emergencies, please call 911. If you see something, say something.

Social Media

We would love to see all of your Festival photos and posts on social media! Please use the hashtags: #CheerwineFestival or #CheerwineFest


Featured sponsors of the 2018 Cheerwine Festival are F&M Bank, Hotwire Communications and Cheerwine. A designated space for visitors to engage with sponsor representatives will be located near the Square at the intersection of North Main and Innes St.

Satellite Shuttle Stops

- Rowan Cabarrus Community College, near Jake Alexander Blvd. - West End Plaza, 1935 Jake Alexander Blvd.
Look up the parking map at


The City of Salisbury has provided maps (see below) detailing the downtown traffic detours and trucking route detours that will be in effect during the time of the Cheerwine Festival.

Trash Cans

Please help keep Salisbury beautiful. Dispose of trash in designated trash receptacles.


The City of Salisbury has provided maps (see below) detailing the downtown traffic detours and trucking route detours that will be in effect during the time of the Cheerwine Festival.


The application to volunteer for the 2018 Cheerwine Festival is closed. Thank you to all who applied!

Documents to download



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