The Cheerwine Festival is an annual celebration held in downtown Salisbury, North Carolina, honoring Cheerwine and its place in Southern culture. First staged in 2017 to mark Cheerwine’s 100th anniversary, the festival brings locals and visitors together for a lively, family-friendly day. The 2026 event is scheduled for Saturday, May 16, from 10 a.m. to 7 p.m., rain or shine.

Visitors can sample Cheerwine and explore specialty foods, food trucks, local crafts, and Cheerwine-inspired merchandise. The program features free live music from local and regional bands, with the Spin Doctors announced as the headliner, alongside entertainment such as stilt walkers, jugglers, and free history tours. Families can enjoy a complimentary fun zone with games, activities, and rock climbing, while adults aged 21 and older can visit two beer gardens offering local favorites and Cheerwine specials.

The festival also includes a Carolina Brand Originals sampling area, festival merchandise, maps, and visitor information. Organized in Salisbury, it offers an inviting way to experience local creativity, food, music, and community spirit.