Cheerwine & The Avett Brothers Announce Benefit Concert at Civic Center

For the fifth year, Cheerwine and The Avett Brothers are teaming up to host one legendary concert to raise funds to benefit three deserving nonprofits (charity partners to be announced by end of August).

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 September 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.

“It’s bigger than just establishing a number and asking people to help us reach it,” says 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. j.mp/indiegogocheerwine

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, Maryland on November 19.
Tickets will be pre-sold to Cheerwine and The Avett Brothers fans on August 3, with general tickets for the public available starting August 12 on www.WicomicoCivicCenter.org. To sign up for Cheerwine’s fan club, visit cheerwine.com. 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 N.C. 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,” says Joy Ritchie Harper, “We invite everyone who wants to do good to join us in our giveback movement so we can help more people than ever before.”

About The Avett Brothers

Formed in 2001 in Charlotte, N.C., The Avett Brothers are comprised of brothers Scott Avett on banjo and Seth Avett on guitar, along with stand-up bass player Bob Crawford and cellist Joe Kwon. Described as a rootsy amalgam of folk, country, bluegrass, rock and pop — with a jab of punk-style dynamics here and there – the band has released eight studio albums and several EPs, earning critical acclaim including a Grammy nomination and Rolling Stone’s 2009 Artist to Watch. For more information, visit www.theavettbrothers.com or facebook.com/theavettbrothers.

About Cheerwine

CHEERWINE: Born in the South. Raised in a Glass.

Launched in 1917 by L.D. Peeler, Cheerwine is a soft drink with a flavor that always surprises. It is an iconic brand from Salisbury, North Carolina. Owned by the Carolina Beverage Corporation, the 99-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 on the website at cheerwine.com. For more information, follow Cheerwine on Facebook at facebook.com/cheerwine or on Twitter @drinkcheerwine.

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