Celebrating Moxie - Maine"s favorite drink with the curious odor you either love or hate, but can"t forget! Learn more about Moxie soda.
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If you’re “from away” you could not choose the taste, but for many brand-new Englanders, a long, cold sip of Moxie is a crisp, carbonated reminder that home. If you’ve never ever tried it, it’s tough to define the distinct flavor, but like a lot of things in life, human being seem to one of two people love the or hate it. Ns think Moxie soda tastes like a subtle, not-too-sweet blend of wintergreen and licorice, but others…well…they toss approximately words like medicine, engine oil, and also “root beer that’s gone yes, really funky.”
Mini Moxie soda cans.
Of course, come drink Moxie you’ve obtained to have the ability to find it. While it was once accessible in much more than 30 states and also parts of Canada, in current years the memorable Moxie soda (or tonic, depending wherein in new England you’re from) has been nearly exclusively uncovered in our 6 states. (See update below for details on just how this may be changing.)
Moxie Soda History
So what’s the Moxie soda story? In 1876, while life in Lowell, Massachusetts, the Maine-born Dr. Augustin Thompson designed the original Moxie together a focused medicine (the name could have been influenced by Moxie drops or Moxie Pond in Maine, but nobody knows because that sure) with ingredients prefer gentian root, wintergreen, sassafras and possibly also cocaine. In 1884 he determined to add carbonation and also re-brand the product “Moxie Nerve Food” which declared to have “cured drunkards by the thousands, effectively too; made more homes happy; cured much more nervous, prostrated, overworked people; prevented an ext crime and suffering in new England than all other agencies combined” — at 40 cent per quart bottle. Through the early 1900s, Moxie (they reduce the “nerve food” in 1906) to be the nation’s favourite soft drink, outselling modern-giant Coca-Cola, which very first hit the market in 1886.
Wildly popular, Moxie had actually a the majority of imitators, but the brand functioned hard to host onto that is title together the initial “distinctively different” drink. Imagine a soda declare it to be pure and wholesome for children today? In the 1920s Moxie did!
Early Moxie newspaper ads from 1902 and the 1920s.
By the 1940s, Moxie soda was specifically known for its declaring gimmicks, giveaways, Ted Williams endorsements, and also the signature “pointing” Moxie Boy. The giveaways ran the gamut from posters, bottle openers, and record fans to sheet music, to adjust of dishware, and also ornate, sculpted clocks. In fact, Moxie was such a household name that words “moxie” also entered the lexicon together a word an interpretation energy, pep, and also spunk. Vigor, if girlfriend like.
Moxie soda newspaper ads from the 1940s.
Moxie Soda in new England
While the drink’s nationwide popularity started to decline as tastes evolved and also Coca-Cola and also Pepsi (which dates earlier to the 1890s) flourished stronger, new Englanders refuse to provide it up. It’s true that Moxie maintains a core group of loving loyalists throughout the region, yet Maine is whereby Moxie is arguably many beloved. For more than 30 year the city of Lisbon has actually held a 3-day Moxie Festival the second week in July, celebrating all things Moxie with a clambake, fireworks, cooking contest, parade, publication sale, car show, race, and more. The state loves Moxie so much that in 2005 it ended up being the state’s main soft drink.
Beyond grocery store shelves, one-of-a-kind Moxie collections are on screen at the “Moxie Wing” the Matthews Museum of Maine legacy in Union, Maine, and also Clark’s Trading post in Lincoln, brand-new Hampshire (where the world’s just surviving initial Moxie Horsemobile is on display), not to point out for revenue at areas like Zeb’s general Store in north Conway, Hampshire and also the Kennebec Fruit Co. In Lisbon Falls, Maine, whereby owner open minded Anicetti delighted together Moxie’s unofficially ambassador because that decades. Sadly, candid passed away in might 2017.
Moxie items because that sale in ~ Zeb’s basic Store in phibìc Conway, NH.
While the taste the Moxie soda is memorably distinct, over there are many who allude out that if you’re do the efforts it currently for the first time, you’re quiet not gaining the “original” Moxie experience. They speak it’s not as carbonated as it supplied to be, or together bitter (which is a poor thing). This might be an altering palates or the loss of sassafras (federally banned in 1960 together a potential carcinogen), yet it could also be the high fructose corn syrup rather of sugar.
Moxie – brand-new England’s signature tonic!
But like it or not, it’s ours and also has been for much more than 130 years. Currently that’s something come drink to!
Here’s to another century the Moxie!
Are you a pan of Moxie soda?
Moxie Soda Update
On respectable 28, 2018, The Coca-Cola agency announced that it to be buying Moxie. For the moment being, though, the brand will remain new England-centric. Or, at the very least, it will continue to be as genuinely “New England” together it has been in recent years. This gets complicated, therefore bear with us for a few moments: because 2007, Moxie had been owned by Bedford, NH-based Cornucopia Beverages, who, starting in 2011, additionally did business as the Moxie Beverage Company. Cornucopia is owned by Coca-Cola Bottling agency of Northern new England (not straight affiliated v The Coca-Cola Company), i beg your pardon is a subsidiary that Kirin brewing Company, whose parent company, Tokyo-based Kirin Holdings Company, Limited, is component of the Mitsubishi service group. So huge corporate ownership is nothing brand-new for Moxie. And also to your credit, Coke’s beforehand statements about their brand-new acquisition emphasize the importance of Moxie’s regional footprint, and confirm the the brand’s production and also bottling to work will stay in brand-new Hampshire because that the foreseeable future.
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This write-up was an initial published in 2014 and also has been updated.