How Local Marketing Built a Legend: The Cheerwine Story

How does a small-town soft drink become a national brand? Cheerwine VP of Marketing Joy Harper — the founder’s great-great-granddaughter — tells the remarkable story of how a Salisbury, N.C., beverage grew from a local favorite into a brand available nationwide. She shares how Cheerwine combines old-school tactics like radio, outdoor advertising, and sampling with digital targeting, influencers and a passionate ambassador program. Hosts Gordon and Corey uncover some surprisingly useful lessons for agencies, media companies, and local businesses trying to find — and grow — the latent “Cheerwines” in their own markets.