9. Don't be scared to part with those that underperform.
I don't know if this applies directly to you. However, if someone is not performing make it known to your managers to deal with it. Don't let the bad apples ruin the brand that you and your family has worked generations to build. Hold managers accountable and have them hold their team accountable. If someone is not performing to the expectations laid out to them part ways with them for they will only hurt the overall performance of the team. You have a brand and a name to protect. Do not let the short sightedness of a few hurt the hard-work and dedication of the many.
10. Be proud. You own Cheerwine. The Legend of the Carolinas and beyond.
Let your team know that your are proud of the work that they do. Praise the good. See the bad as opportunities for improvement. Build the brand for Carl and for Joy to carry on into the next generation. Everyone wants the company to be its best and if they don't just look to what I said in #9. Overall, Lead your team. Motivate them to be better everyday. Most of all be proud because you own something special. You own Cheerwine.
An Employee that sees what Cheerwine could be only if it would exploit its potential.
To stop cutting pay and extending territories, to treat employees like employees who are going out and contributing and growing a business.