Cheerwine Festival returning to Salisbury in May

SALISBURY, N.C. — The Cheerwine Festival is coming to back to Salisbury.

The 107-year-old cherry soda has its roots in Salisbury, and the annual festival will once again takeover downtown Salisbury on May 18 from noon to 10 p.m.

The festival started in 2017 as a way to celebrate Cheerwine’s 100th anniversary. In the years since, it’s drawn tens of thousands of people each year to downtown Salisbury. Festival organizers said last year’s festival generated over $5 million for the city of Salisbury.

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“The Cheerwine Festival is more than just a celebration; it’s a significant contributor to Salisbury’s cultural and economic vitality,” Salisbury Mayor Karen Alexander said. “We’re proud to host this event that honors our city’s heritage. The Festival showcases the best of Salisbury, and we can’t wait to welcome attendees from near and far to experience our vibrant community.”

Last year, in line with the 2023 festival date, Gov. Roy Cooper proclaimed May 20 as “Cheerwine Day” in North Carolina, in recognition of the company’s roots in the state and the festival’s success. As the festival continues to grow, Cheerwine and the city are working together to expand the festival area to accommodate all.

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“This event brings the community together in a meaningful way, and we’re excited to see both new and familiar faces as we mark another year of the Festival,” Joy Ritchie Harper, vice-president of marketing for Cheerwine and fifth-generation founding family member, said.

The festival will feature live performances from local and touring bands, food and drinks inspired by Cheerwine, arts and crafts from local vendors, and more. The festival is planning to release a full lineup of musical acts and further details about the vendors in the coming weeks.