The 2025 Cheerwine Festival in Salisbury broke all previous attendance records with an estimated 100,000 visitors flocking to downtown on May 17. This spectacular celebration of North Carolina’s beloved cherry soda transformed the heart of Salisbury into a vibrant playground of music, food, and community spirit despite an initially rainy morning.
Record turnout transforms downtown Salisbury
What began eight years ago as Cheerwine’s 100th birthday celebration has evolved into North Carolina’s premier beverage festival. This year’s event, held on May 17, 2025, shattered previous attendance records with approximately 100,000 visitors—marking the biggest Cheerwine Festival yet.
The festival’s footprint expanded considerably this year, spreading beyond the traditional North Main Street corridor from Jackson Street to Bank Street. Vendors and attractions filled East and West Innes Street and all connecting side streets, creating an expansive celebration zone throughout downtown Salisbury.
Jerry and Nancy Beddinger traveled from upstate New York specifically for the event. “We have been traveling to festivals across the U.S. since we both retired three years ago,” Jerry explained. The couple heard about the Cheerwine Festival from neighbors whose adult children live in Rowan County and made it a priority destination in their festival tour this year.
Despite a rainy morning start, weather conditions improved dramatically by 10 a.m., with temperatures reaching a comfortable 80 degrees—perfect for enjoying the festival’s signature frozen Cheerwine treats and refreshments. The sunshine brought out crowds that filled every corner of the expanded festival grounds.
Festival highlights and entertainment options
The 2025 Cheerwine Festival offered a diverse array of entertainment options for attendees of all ages. Live music has become a central feature since being introduced in the festival’s second year. A large stage positioned in front of the Rowan County Courthouse hosted performances by:
- Caroline Keller Band
- Liam Pendergrass Trio
- Next Level Band
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Beyond music, the festival provided numerous activities throughout the downtown area. East Innes Street featured a dedicated children’s entertainment zone with a climbing wall, bounce house, and a new gravity-powered cage ride that flipped and spun riders to the delight of onlookers.
Stiltwalkers meandered through the crowds, while street performers, including a juggling duo, entertained visitors near Mean Mug Coffee shop. One creative vendor drew attention with a sword that doubled as an automated bubble machine, captivating children throughout the festival grounds.
As temperatures rose, many festival-goers found refreshment at Bell Tower Green’s water wall, where adults eventually joined children in the cooling spray. Others sought shade along West Innes Street, perching in business doorways and windows to enjoy their festival treats out of the direct sunlight.
Cheerwine’s heritage celebrated throughout the event
The festival not only celebrates the popular cherry soda but also its deep roots in Salisbury history. Cheerwine was created in 1917 by local general store owner L.D. Peeler, and Salisbury’s connection to this iconic Southern beverage remains a point of local pride.
A dedicated Cheerwine history exhibit at the Rowan Public Library allowed visitors to explore the brand’s century-plus journey. Meanwhile, East Council Street transformed into an “antique avenue” featuring rare Cheerwine memorabilia alongside other vintage collectibles.
Shane Benfield, a longtime Cheerwine memorabilia collector, displayed an impressive array of historical items. “Yeah, I’ve been collecting for a long time,” he laughed when asked about his extensive collection. Benfield previously operated a brick-and-mortar shop but now showcases his treasures exclusively at special events like the Cheerwine Festival.
One of Cheerwine’s distribution trucks parked across Bank Street provided the perfect photo opportunity for visitors wanting to document their festival experience. Many travelers, like Charlotte residents Jeanette Dagostino and James Barrino, made special trips to Salisbury specifically for the celebration, toasting with Cheerwine seltzers as they enjoyed the festive atmosphere.
| Cheerwine Festival Growth | Description |
|---|---|
| 2017 | Initial 100th birthday celebration |
| 2018 | Added live music performances |
| 2025 | Expanded to all downtown side streets |
| Attendance | Estimated 100,000 visitors |
Community impact and visitor experiences
The festival’s success stems from strong collaboration between Cheerwine officials, city leaders, local businesses, and community organizations. Food trucks maintained long lines throughout the day, while local and traveling vendors reported brisk business as the crowds continued to grow.
Safety remained a priority with first responders present throughout the event. Despite offering two beer gardens and multiple alcohol purchase points, the massive crowd remained largely responsible, creating a family-friendly atmosphere that many attendees praised.
Transportation logistics worked smoothly with a tram service from Rowan-Cabarrus Community College supplementing street parking options. The expanded festival footprint helped distribute the record-breaking crowd throughout downtown, preventing excessive congestion in any single area.
Emani Reid, who traveled from Statesville with her two children, represented the festival’s growing regional appeal. “I have been coming for three years,” she shared. “They love to come and eat what we call ‘festival food,’ and I let them since we don’t do this often. I feel safe bringing them here, though this year is more crowded than it has been. I think it’s a great thing for Salisbury, and hope they keep having it.”
As the Cheerwine Festival continues to grow, it has evolved beyond a simple brand celebration into a signature cultural event for North Carolina and a powerful economic driver for Salisbury’s downtown businesses—all while honoring the cherry-flavored soda that put this charming city on the map more than a century ago.
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