Moxie

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1914 - Allentown Independence Day Outing

2018 Moxie can

Moxie Horsemobile

A classic-styled modern label from a bottle of Moxie brand cream soda

Moxie is a carbonated beverage that was one of the first mass-produced soft drinks in the United States. Known for its distinctive bitter flavor, Moxie was created in the late 19th century by Dr. Augustin Thompson in Lowell, Massachusetts. Originally marketed as a medicinal tonic, Moxie was said to possess various health benefits, including the ability to cure paralysis, softening of the brain, and insomnia. Over time, it transitioned into a popular soft drink, maintaining a loyal following despite the emergence of more mainstream sodas.

History

Moxie originated as a patent medicine called "Moxie Nerve Food," which Dr. Thompson formulated in 1876. The product's name is believed to have been derived from a Native American Abenaki word that means "dark water," referring to the natural ingredients used in the concoction. By 1884, Thompson had altered the formula to create a carbonated beverage, marketing it under the slogan "Drink Moxie, it's a nerve food."

In the early 20th century, Moxie enjoyed widespread popularity, particularly in the Northeastern United States. It was notable for its aggressive marketing strategies, including the use of celebrity endorsements, Moxie-themed merchandise, and the Moxie Horsemobile, an early example of mobile advertising.

Ingredients and Flavor

The primary ingredient that gives Moxie its unique flavor is gentian root extract, a bitter substance commonly used in herbal medicine. The drink also contains carbonated water, sugar, caramel color, and a blend of natural and artificial flavors. Unlike many of its contemporaries, Moxie's flavor profile has remained relatively unchanged, preserving its distinctive taste that has been described as acquired by some.

Cultural Impact

Moxie holds a special place in American cultural history, embodying the spirit of innovation and individuality. The term "moxie" has entered the American lexicon, meaning courage, determination, or nerve, which reflects the drink's original branding as a tonic capable of boosting one's energy and resolve.

In recognition of its cultural significance, Moxie was named the official soft drink of Maine in 2005. The state continues to celebrate Moxie with an annual festival in Lisbon Falls, attracting fans of the beverage from across the country.

Present Day

Today, Moxie is produced by The Coca-Cola Company, which acquired the brand in 2018. While it is not as widely available as other soft drinks, Moxie maintains a dedicated fan base, particularly in New England. Its enduring presence is a testament to the unique qualities that have set it apart from other beverages for over a century.

See Also

• Soft drink
• Carbonated water
• Herbal medicine
• Marketing strategies