Ever heard of the "Unique Sparkling Soft Drink" commonly known as Cheerwine? If you're not from the South East, you may not have had the pleasure of enjoying this distinctive cherry-flavored soda.
Cheerwine, produced by the Carolina Beverage Corporation, has been in existence since 1917 and has many avid fans throughout the South. In fact, some who live out of the area but grew up in the Carolinas drinking Cheerwine stock up on the soft drink while visiting home. The brand is still relatively unknown outside North Carolina, South Carolina, and Virginia, but their loyal fan base in that region makes the company unique.
The reason Cheerwine caught my attention, other than the fact that I enjoy the taste of the drink, is their website and marketing. If you check out their website, they offer information for distributors and branded t-shirts, but also offer a culture. The quirky set up of the site and the series of videos featuring the product help to position the soft drink in the minds of consumers.
Word-of-mouth is something that could really work to the advantage of such a company. In fact, I heard about the product via word-of-mouth. I don't know what the future plans for Cheerwine include, but the company should take advantage of it's loyal fans and expand distribution. Clearly a nearly 100-year old recipe has worked in the Carolinas. Maybe they can apply that to an ever-widening market.