SOURCE: Cheerwine

The Thomas Collective

August 12, 2013 15:15 ET

Cheerwine® and The Avett Brothers Retake the Stage for the Legendary Giveback II

Legends of the South Deliver One Concert, in One Town, for One Night, to Grow Awareness of Giving

SALISBURY, NC--(Marketwired - August 12, 2013) -  Cheerwine®, the legendary soft drink of the South, and Grammy nominated indie rockers, The Avett Brothers, have announced the return of the Legendary Giveback™, an evening of music to benefit family-focused organizations. The concert will take place on Thursday, November 14 at North Charleston Coliseum in Charleston, SC.

Mirroring last year's event, The Avett Brothers' participation highlights the importance of giving back, the mission behind the initiative. The Legendary Giveback II will give fans living outside of the Charleston, SC region, another opportunity to attend the concert virtually by pledging hours of community service on the event's website. In 2012, in addition to the fans who attended in person, more than 11,000 fans from 17 different countries were part of the Legendary Giveback event via the reach of Livestream©.

The concert venue in Charleston effectively doubles audience capacity, allowing more fans to attend and providing a greater opportunity to raise funds for the identified beneficiaries. "The response from our fans last year was both humbling and gratifying," says Scott Avett, lead singer and multi-instrumentalist for The Avett Brothers. "And we're grateful that Cheerwine is committed to raising more funds for the families that this year's concert benefits."

Proceeds from the Legendary Giveback II's sales will aid three family-focused organizations, including a national non-profit that provides services locally: Big Brothers Big Sisters, the nation's largest donor and volunteer supported mentoring network; Operation Homefront, devoted to helping military service members and their families; and The Children's Hospital of South Carolina at MUSC, which offers medical resources to children across the region.

"It is important to us as a family owned-company to support family-related causes," says Tom Barbitta, Senior Vice President of Marketing and Sales for Cheerwine. "Since we sold out last year's venue, we look forward to giving even more to our non-profit beneficiaries this year."

Barbitta adds, "The Avett Brothers are far more than just an amazing band, they are great individuals whose values transcend the music. They are friends, and we are proud of our partnership with them."

To promote Legendary Giveback II, Cheerwine will be placing six specially designed "Hidden Cans" by The Avett Brothers, inside select 12-packs throughout the Southeast. The individuals who find these "Hidden Cans" will win a $500 donation towards the charity of their choice, two tickets to the Legendary Giveback II concert and a year-supply of Cheerwine.

The Avett Brothers and Cheerwine share Carolina roots, and both are enjoying national prominence. On the heels of their 2013 Grammy nomination for their album The Carpenter, The Avett Brothers announced their follow-up Magpie and the Dandelion, which will be released in October of 2013. Cheerwine, owned and managed by the same founding family for the past 96 years, has publicly stated its intent to be available in all 50 states by their 100th anniversary.

Tickets will go on sale on/or around August 15th through MusicToday.com and updates are available at Cheerwine.com/giveback, Facebook.com/Cheerwine, and on Twitter at twitter.com/DrinkCheerwine. Information on the non-profit beneficiaries of Legendary Giveback II can be found at Cheerwine.com/Giveback.

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 North Carolina. Owned and distributed by the Carolina Beverage Corporation and Cheerwine Bottling Company in Salisbury, N.C., the 96-year-old company is still privately owned and managed by the same founding family; four generations of whom have worked there. Cliff Ritchie leads Cheerwine as president and CEO. Available in supermarkets and convenience stores in select states nationwide and on the website at www.cheerwine.com.

About The Avett Brothers

The Avett Brothers formed in 2001 in Charlotte, North Carolina when banjoist Scott Avett and guitarist Seth Avett joined forces with standup bass player Bob Crawford. Raised in the textile town of Concord, North Carolina, the Avett Brothers were influenced by their dad, Jim Avett, who had a box of eight-track tapes that Scott and Seth picked through, listened to and digested. It included albums by Bob Dylan, Neil Young, Crosby, Stills & Nash, and Jim's own folksy duo, Common Decency. Other roots musicians from the folk and country realms filtered into their subconscious, too. Because of their wide range of influences, the Avett Brothers might be described as a rootsy amalgam of folk, country, bluegrass, rock and pop -- with a jab of punk-style dynamics here and there. More information about the Avett Brothers can be found at www.theavettbrothers.com or Facebook.com/theavettbrothers.

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