Celebrating Moxie - Maine"s favorite drink with the curious flavor you one of two people love or hate, but can"t forget! Learn much more about Moxie soda.
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If you’re “from away” you can not prefer the taste, yet for many new Englanders, a long, cold sip that Moxie is a crisp, carbonated reminder the home. If you’ve never ever tried it, it’s tough to explain the distinctive flavor, but like a lot of things in life, human being seem to either love that or dislike it. Ns think Moxie soda tastes prefer a subtle, not-too-sweet mix of wintergreen and licorice, however others…well…they toss roughly words choose medicine, engine oil, and “root beer that’s gone yes, really funky.”
Mini Moxie soda cans.
Of course, to drink Moxie you’ve obtained to have the ability to find it. When it was once available in more than 30 states and also parts of Canada, in current years the memorable Moxie soda (or tonic, depending wherein in brand-new England you’re from) has been practically exclusively uncovered in our 6 states. (See update listed below for details on exactly how this may be changing.)
Moxie Soda History
So what’s the Moxie soda story? In 1876, while living in Lowell, Massachusetts, the Maine-born Dr. Augustin Thompson developed the original Moxie together a concentrated medicine (the name could have been motivated by Moxie falls or Moxie Pond in Maine, however nobody knows for sure) with ingredients choose gentian root, wintergreen, sassafras and possibly also cocaine. In 1884 he made decision to include carbonation and re-brand the product “Moxie Nerve Food” which claimed to have actually “cured drunkards through the thousands, effectively too; made an ext homes happy; cured an ext nervous, prostrated, overworked people; prevented much more crime and suffering in brand-new England than all various other agencies combined” — at 40 cents per quart bottle. By the early 1900s, Moxie (they to reduce the “nerve food” in 1906) was the nation’s favorite soft drink, outselling modern-giant Coca-Cola, which an initial hit the market in 1886.
Wildly popular, Moxie had a most imitators, however the brand operated hard to hold onto that title as the original “distinctively different” drink. Imagine a soda claiming it to be pure and also wholesome for kids today? In the 1920s Moxie did!
Early Moxie newspaper ads native 1902 and the 1920s.
By the 1940s, Moxie soda was specifically known because that its proclaiming gimmicks, giveaways, Ted Williams endorsements, and the signature “pointing” Moxie Boy. The giveaways ran the gamut from posters, bottle openers, and paper fans to paper music, sets of dishware, and also ornate, sculpted clocks. In fact, Moxie to be such a household name that words “moxie” also entered the lexicon as a word meaning energy, pep, and also spunk. Vigor, if girlfriend like.
Moxie soda newspaper ads native the 1940s.
Moxie Soda in brand-new England
While the drink’s nationwide popularity began to decrease as tastes evolved and also Coca-Cola and also Pepsi (which dates ago to the 1890s) thrived stronger, new Englanders refuse to give it up. It’s true that Moxie maintains a core group of love loyalists throughout the region, however Maine is wherein Moxie is arguably many beloved. For much more than 30 year the city of Lisbon has held a 3-day Moxie Festival the 2nd week in July, celebrate all things Moxie v a clambake, fireworks, cooking contest, parade, publication sale, car show, race, and also more. The state loves Moxie so lot that in 2005 it ended up being the state’s official soft drink.
Beyond grocery save shelves, special Moxie collections are on display screen at the “Moxie Wing” of Matthews Museum the Maine heritage in Union, Maine, and also Clark’s Trading article in Lincoln, brand-new Hampshire (where the world’s just surviving initial Moxie Horsemobile is on display), not to point out for revenue at places like Zeb’s general Store in phibìc Conway, Hampshire and the Kennebec Fruit Co. In Lisbon Falls, Maine, whereby owner open minded Anicetti delighted together Moxie’s unofficially ambassador for decades. Sadly, candid passed far in may 2017.
Moxie items because that sale at Zeb’s general Store in phibìc Conway, NH.
While the taste the Moxie soda is memorably distinct, there are numerous who point out the if you’re trying it currently for the first time, you’re quiet not getting the “original” Moxie experience. They speak it’s no as carbonated together it offered to be, or together bitter (which is a bad thing). This could be transforming palates or the loss of sassafras (federally prohibition in 1960 together a potential carcinogen), but it could also be the high fructose corn syrup rather of sugar.
Moxie – brand-new England’s signature tonic!
But favor it or not, it’s ours and has to be for much more than 130 years. Currently that’s something come drink to!
Here’s to one more century of Moxie!
Are you a fan of Moxie soda?
Moxie Soda Update
On august 28, 2018, The Coca-Cola agency announced that it was buying Moxie. For the time being, though, the brand will certainly remain new England-centric. Or, at the really least, that will stay as genuinely “New England” as it has remained in recent years. This it s okay complicated, so bear v us because that a few moments: because 2007, Moxie had been owned by Bedford, NH-based Cornucopia Beverages, who, starting in 2011, likewise did service as the Moxie Beverage Company. Cornucopia is owned by Coca-Cola Bottling company of Northern new England (not straight affiliated through The Coca-Cola Company), i m sorry is a subsidiary of Kirin impending Company, whose parental company, Tokyo-based Kirin Holdings Company, Limited, is part of the Mitsubishi business group. So huge corporate ownership is nothing brand-new for Moxie. And to their credit, Coke’s at an early stage statements around their new acquisition emphasize the importance of Moxie’s local footprint, and confirm the the brand’s production and bottling work will remain in new Hampshire because that the foreseeable future.
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This post was first published in 2014 and also has been updated.