From a press release that just went out:
Cheerwine®, the legendary soft drink of the South, is joining forces with North Carolina indie-rockers the Avett Brothers to present the Legendary Giveback concert, an evening that will raise awareness and funds for a number of nonprofit organizations this fall. The two Southern icons are teaming up for one night, in one town in the Southeast, to bring their fans together and raise awareness of the causes in need.
A portion of the proceeds raised by the concert will benefit a number of local and national charities, specifically addressing the needs of families. Operation Homefront, a national charity that provides emergency financial and other assistance to the families of our service members and Wounded Warriors, will be one of the primary recipients, and the other partner organizations will be announced this summer. ...
The Legendary Giveback builds upon the relationship Cheerwine and the Avett Brothers have cultivated in recent years, which includes Scott Avett voicing a series of Cheerwine radio advertisements. The partnership will allow Cheerwine and Avett Brothers fans to enjoy the concert experience of a lifetime, with the added bonus of supporting a number of important causes. ...
"As musicians, an event like this is a natural way for us to give back to our fans," said Scott Avett, lead singer and multi-instrumentalist for the Avett Brothers. "To realize the needs of these groups is humbling. We're proud to be able to contribute."
Details of the concert will be revealed in July. Fans are encouraged to stay tuned for updates at Facebook.com/Cheerwine and on Twitter at twitter.com/DrinkCheerwine.
What a terrific partnership. A good buddy of mine once had cartons of Cheerwine shipped to him when he lived in Washington, D.C. And we have addressed on this blog how the Avetts may just be the "most" North Carolina of acts.