Moxie
Moxie, a carbonated beverage, is considered to be the USA's first mass produced soft drink. Created in 1884 in Farmington, Maine by Dr. Augustin Thompson, Moxie was marketed under the product name Moxie Nerve Food and originally sold as a "cure all" medicine (snake oil). Later in the 20th century, it was sold in carbonated form and merchandised as an invigorating drink, which claimed to endow the drinker with "spunk." In the early phase of its life as a recreational soft drink, Moxie is said to have been kept handy by bartenders to give to customers who were too drunk to be given any more alcohol. This story may be apocryphal, however, inspired by Moxie's (in)famous aftertaste that many people find unpleasantly strong.
The name entered the American language, when a person was said to be "full of Moxie", meaning that the person was skillful, or spirited. In this popular meaning, the word is sometimes spelled moxy. Moxie became unique in that it was the name of a commercially produced soft drink, also included in dictionaries.
The popularity of Moxie produced popular advertising jingles such as "Just Make It Moxie for Mine" and president Calvin Coolidge was known to have favored the drink. Ted Williams also endorsed the soft drink.
Falling out of favor due to competition from Coca Cola, demand for the soft drink has waned in recent years, although demand for it still exists in the New England area. It is, since May 10, 2005, the official state soft drink of Maine.
One of the key ingredients of Moxie is "Gentian Root Extractives" and probably contributes noticeably to its unique flavor. For those without access to Moxie the flavor can be approximated (and adjusted to taste) by adding Angostura bitters to Rootbeer.
Moxie is presently owned by the Monarch Beverage Company of Atlanta, Georgia. The Catawissa Bottling Company is one of the six bottlers in the United States producing Moxie. It is located in Catawissa, Pennsylvania and has produced Moxie since 1945. Sugar-free Diet Moxie is also available.
Each year the town of Lisbon, Maine is host to a Moxie Festival. The festival includes Moxie vendors and a town barbecue as well a parade and public concerts.
In 2004 Moxie introduced an energy drink similar to Red Bull to try to gain a small foothold in that market.
During the 1910s one of the models used for print advertising was the silent screen actress Muriel Ostriche.
References
- The Book of Moxie by Frank Potter
- The Moxie Encyclopedia by Q. David Bowers