Moxie
Encyclopedia
Moxie is a carbonated
beverage that was one of the first mass-produced soft drink
s in the United States
. It continues to be regionally popular today.
Moxie has a unique flavor that is not as sweet as that of most modern soft drinks and that is described by some as "bitter."
Moxie is closely associated with the state of Maine
and was designated the official soft drink of Maine on May 10, 2005. Its creator, Dr. Augustin Thompson, was born in Union, Maine
.
called "Moxie Nerve Food," which was created around 1876 by Dr. Augustin Thompson
of Union, Maine
. Thompson claimed that it contained an extract from a rare, unnamed South America
n plant, which had supposedly been discovered by a friend of his, Lieutenant
Moxie, who had used it as a panacea
. Moxie, he claimed, was especially effective against "paralysis
, softening of the brain, nervousness
, and insomnia
."
After a few years, Thompson added soda water to the formula and changed the product's name to "Beverage Moxie Nerve Food." By 1884 he was selling Moxie both in bottles and in bulk as a soda fountain
syrup. He marketed it as "a delicious blend of bitter and sweet, a drink to satisfy everyone's taste."
A lawsuit was filed in 1907 by the Moxie Nerve Food Company of New England against the Modox Company and others, alleging that they had copied the ingredients of Moxie and were using the name "Modox," which closely resembled "Moxie," and were infringing upon patents and trademarks. The suit was dismissed by the judge, who said the court could not protect the legitimate part of the plaintiff's business in this case. In a later case in New York
, the Moxie Nerve Food Company won a lawsuit against Modox, which subsequently went out of business.
President Calvin Coolidge
was known to favor the drink, and Boston Red Sox
slugger Ted Williams
endorsed it on radio and in print. The company also marketed a beverage called "Ted's Root Beer" in the early sixties. Author E. B. White
once claimed that “Moxie contains gentian root
, which is the path to the good life.” Currently, one of the ingredients of Moxie is “Gentian Root Extractives,” which may contribute to the drink's unique flavor.
The brand suffered a significant decline in sales during the 1930s, which is thought to have been caused by the company's decision to expand its sugar reserves at the expense of its popular advertising campaign.
Demand for Moxie has waned in recent years, although the brand persists in New England
and Pennsylvania
.
Sugar-free Diet Moxie was introduced in 1962.
In 2011, Cornucopia Beverages created Moxie Beverage Company to market Moxie and Moxie-branded products. A new website, DrinkMoxie.com, was created to promote Moxie and recipes created with Moxie (called "Moxology").
with the meaning "courage, daring, and energy," as in "This guy's got moxie!"
In its advertising, Moxie used “Make Mine Moxie!” advertising jingles
, the slogan “Just Make It Moxie for Mine,” and a "Moxie Man" logo.
A unique advertising tool was the Moxie Horsemobile, a modified automobile whose driver sat on a large model of a horse. The first Horsemobiles were deployed around 1918. A 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the May 20, 2011, Mecum Auction in Indianapolis
, Indiana
. Moxie at one time maintained about two dozen of them, and they appeared in parades and other public functions.
Every summer, "all things Moxie" are celebrated at the Moxie Festival in Lisbon Falls, Maine
.
There is a Moxie museum in Union, Maine
, which houses a 30-foot-tall wooden Moxie bottle, once used as a soda stand, and other historical Moxie artifacts. This is an annex to the Matthews Museum of Maine Heritage, which is located at the Union Fairgrounds.
The Moxie brand was purchased in 1966 by the Monarch Beverage Company
of Atlanta. In 2007 Monarch sold it to its current owner, Cornucopia Beverages Inc. of Bedford, New Hampshire
,
which is owned by the Coca-Cola Bottling Company of Northern New England
, a subsidiary of the Kirin Brewery Company
, based in Tokyo
.
Cornucopia cites increasing requests for Moxie from fans across the country in its decision to step up efforts to distribute the product. In 2007 it launched pilot sales in Florida
and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors.
In 2007, Cornucopia organized a sampling event at the Mohegan Sun
casino in Uncasville, Connecticut
.
The Catawissa Bottling Company
in Catawissa, Pennsylvania
, is one of six bottlers in the United States that produce Moxie. Catawissa has produced it since 1945.
Polar Beverages
bottles Moxie in Worcester MA , in two liter, one liter, and 12 oz cans. Distribution area from Polar overlaps with Coca-Cola of Northern New England in Massachusetts; For example, Shaw's Supermarkets
and Stop & Shop
are generally supplied by Polar while Market Basket
uses CCNNE. 1-liter bottles from CCNNE are short & squat while Polar are taller and skinnier.
Cornucopia has introduced a new label with a swirl pattern, replacing the pointing boy logo.
There is also a Moxie Energy Drink and a variety of "Olde New England Seltzers." The energy drink is citrus-based; it lacks Moxie's gentian root tang, caramel color, and (as of 2008) its distinctive branding; similarly, the waters are simply carbonated waters with fruit flavors marketed under the Moxie brand.
Carbonation
Carbonation is the process of dissolving carbon dioxide in water. The process usually involves carbon dioxide under high pressure. When the pressure is reduced, the carbon dioxide is released from the solution as small bubbles, which cause the solution to "fizz." This effect is seen in carbonated...
beverage that was one of the first mass-produced soft drink
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
s in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. It continues to be regionally popular today.
Moxie has a unique flavor that is not as sweet as that of most modern soft drinks and that is described by some as "bitter."
Moxie is closely associated with the state of Maine
Maine
Maine is a state in the New England region of the northeastern United States, bordered by the Atlantic Ocean to the east and south, New Hampshire to the west, and the Canadian provinces of Quebec to the northwest and New Brunswick to the northeast. Maine is both the northernmost and easternmost...
and was designated the official soft drink of Maine on May 10, 2005. Its creator, Dr. Augustin Thompson, was born in Union, Maine
Union, Maine
Union is a town in Knox County, Maine, United States. The population was 2,209 at the 2000 census. It is home to the Matthews Museum of Maine Heritage and annual Union Fair.-History:...
.
History
Moxie originated as a patent medicinePatent medicine
Patent medicine refers to medical compounds of questionable effectiveness sold under a variety of names and labels. The term "patent medicine" is somewhat of a misnomer because, in most cases, although many of the products were trademarked, they were never patented...
called "Moxie Nerve Food," which was created around 1876 by Dr. Augustin Thompson
Augustin Thompson
Augustin Thompson was a physician, business person and philanthropist who created the Moxie soft drink and the company that manufactures it.-Early life:Thompson was born in Union, Maine on November 25, 1835...
of Union, Maine
Union, Maine
Union is a town in Knox County, Maine, United States. The population was 2,209 at the 2000 census. It is home to the Matthews Museum of Maine Heritage and annual Union Fair.-History:...
. Thompson claimed that it contained an extract from a rare, unnamed South America
South America
South America is a continent situated in the Western Hemisphere, mostly in the Southern Hemisphere, with a relatively small portion in the Northern Hemisphere. The continent is also considered a subcontinent of the Americas. It is bordered on the west by the Pacific Ocean and on the north and east...
n plant, which had supposedly been discovered by a friend of his, Lieutenant
Lieutenant
A lieutenant is a junior commissioned officer in many nations' armed forces. Typically, the rank of lieutenant in naval usage, while still a junior officer rank, is senior to the army rank...
Moxie, who had used it as a panacea
Panacea (medicine)
The panacea , named after the Greek goddess of healing, Panacea, also known as panchrest, was supposed to be a remedy that would cure all diseases and prolong life indefinitely...
. Moxie, he claimed, was especially effective against "paralysis
Paralysis
Paralysis is loss of muscle function for one or more muscles. Paralysis can be accompanied by a loss of feeling in the affected area if there is sensory damage as well as motor. A study conducted by the Christopher & Dana Reeve Foundation, suggests that about 1 in 50 people have been diagnosed...
, softening of the brain, nervousness
Anxiety
Anxiety is a psychological and physiological state characterized by somatic, emotional, cognitive, and behavioral components. The root meaning of the word anxiety is 'to vex or trouble'; in either presence or absence of psychological stress, anxiety can create feelings of fear, worry, uneasiness,...
, and insomnia
Insomnia
Insomnia is most often defined by an individual's report of sleeping difficulties. While the term is sometimes used in sleep literature to describe a disorder demonstrated by polysomnographic evidence of disturbed sleep, insomnia is often defined as a positive response to either of two questions:...
."
After a few years, Thompson added soda water to the formula and changed the product's name to "Beverage Moxie Nerve Food." By 1884 he was selling Moxie both in bottles and in bulk as a soda fountain
Soda fountain
A soda fountain is a device that dispenses carbonated drinks. They can be found in restaurants, concession stands and other locations such as convenience stores...
syrup. He marketed it as "a delicious blend of bitter and sweet, a drink to satisfy everyone's taste."
A lawsuit was filed in 1907 by the Moxie Nerve Food Company of New England against the Modox Company and others, alleging that they had copied the ingredients of Moxie and were using the name "Modox," which closely resembled "Moxie," and were infringing upon patents and trademarks. The suit was dismissed by the judge, who said the court could not protect the legitimate part of the plaintiff's business in this case. In a later case in New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, the Moxie Nerve Food Company won a lawsuit against Modox, which subsequently went out of business.
President Calvin Coolidge
Calvin Coolidge
John Calvin Coolidge, Jr. was the 30th President of the United States . A Republican lawyer from Vermont, Coolidge worked his way up the ladder of Massachusetts state politics, eventually becoming governor of that state...
was known to favor the drink, and Boston Red Sox
Boston Red Sox
The Boston Red Sox are a professional baseball team based in Boston, Massachusetts, and a member of Major League Baseball’s American League Eastern Division. Founded in as one of the American League's eight charter franchises, the Red Sox's home ballpark has been Fenway Park since . The "Red Sox"...
slugger Ted Williams
Ted Williams
Theodore Samuel "Ted" Williams was an American professional baseball player and manager. He played his entire 21-year Major League Baseball career as the left fielder for the Boston Red Sox...
endorsed it on radio and in print. The company also marketed a beverage called "Ted's Root Beer" in the early sixties. Author E. B. White
E. B. White
Elwyn Brooks White , usually known as E. B. White, was an American writer. A long-time contributor to The New Yorker magazine, he also wrote many famous books for both adults and children, such as the popular Charlotte's Web and Stuart Little, and co-authored a widely used writing guide, The...
once claimed that “Moxie contains gentian root
Gentiana lutea
Gentiana lutea is a species of gentian native to the mountains of central and southern Europe. Other names include 'Yellow Gentian', 'Bitter Root', 'Bitterwort', 'Centiyane', and 'Genciana'.-Growth:...
, which is the path to the good life.” Currently, one of the ingredients of Moxie is “Gentian Root Extractives,” which may contribute to the drink's unique flavor.
The brand suffered a significant decline in sales during the 1930s, which is thought to have been caused by the company's decision to expand its sugar reserves at the expense of its popular advertising campaign.
Demand for Moxie has waned in recent years, although the brand persists in New England
New England
New England is a region in the northeastern corner of the United States consisting of the six states of Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, and Connecticut...
and Pennsylvania
Pennsylvania
The Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...
.
Sugar-free Diet Moxie was introduced in 1962.
In 2011, Cornucopia Beverages created Moxie Beverage Company to market Moxie and Moxie-branded products. A new website, DrinkMoxie.com, was created to promote Moxie and recipes created with Moxie (called "Moxology").
Advertising
Through extensive advertising, the neologism "moxie" has entered popular American usageAmerican English
American English is a set of dialects of the English language used mostly in the United States. Approximately two-thirds of the world's native speakers of English live in the United States....
with the meaning "courage, daring, and energy," as in "This guy's got moxie!"
In its advertising, Moxie used “Make Mine Moxie!” advertising jingles
Jingle
A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television...
, the slogan “Just Make It Moxie for Mine,” and a "Moxie Man" logo.
A unique advertising tool was the Moxie Horsemobile, a modified automobile whose driver sat on a large model of a horse. The first Horsemobiles were deployed around 1918. A 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the May 20, 2011, Mecum Auction in Indianapolis
Indianapolis
Indianapolis is the capital of the U.S. state of Indiana, and the county seat of Marion County, Indiana. As of the 2010 United States Census, the city's population is 839,489. It is by far Indiana's largest city and, as of the 2010 U.S...
, Indiana
Indiana
Indiana is a US state, admitted to the United States as the 19th on December 11, 1816. It is located in the Midwestern United States and Great Lakes Region. With 6,483,802 residents, the state is ranked 15th in population and 16th in population density. Indiana is ranked 38th in land area and is...
. Moxie at one time maintained about two dozen of them, and they appeared in parades and other public functions.
Moxie today
The term moxie, when used in a common sense, is synonymous with courage or spirit.Every summer, "all things Moxie" are celebrated at the Moxie Festival in Lisbon Falls, Maine
Lisbon Falls, Maine
Lisbon Falls is a census-designated place in the town of Lisbon, located in Androscoggin County, Maine, United States. The population of Lisbon Falls was 4,420 at the 2000 census...
.
There is a Moxie museum in Union, Maine
Union, Maine
Union is a town in Knox County, Maine, United States. The population was 2,209 at the 2000 census. It is home to the Matthews Museum of Maine Heritage and annual Union Fair.-History:...
, which houses a 30-foot-tall wooden Moxie bottle, once used as a soda stand, and other historical Moxie artifacts. This is an annex to the Matthews Museum of Maine Heritage, which is located at the Union Fairgrounds.
The Moxie brand was purchased in 1966 by the Monarch Beverage Company
Monarch Beverage Company
The Monarch Beverage Company Inc is a diversified, international beverage company based in Atlanta, Georgia. The company's CEO is Jacques Bombal. The company was founded in 1965 by Frank Armstrong. Monarch Beverage Company aimed to establish itself by offering lesser-known soft drink brands that...
of Atlanta. In 2007 Monarch sold it to its current owner, Cornucopia Beverages Inc. of Bedford, New Hampshire
Bedford, New Hampshire
-Demographics:As of the Census of 2000, there were 18,274 people, 6,251 households, and 5,125 families residing in the town. The population density was 556.6 people per square mile . There were 6,401 housing units at an average density of 195.0 per square mile...
,
which is owned by the Coca-Cola Bottling Company of Northern New England
Coca-Cola Bottling Company of Northern New England
The Coca-Cola Bottling Company of Northern New England is a bottler of Coca-Cola, Dr Pepper, and Canada Dry soft drinks in the New England region as well as a small portion of upstate New York. It is the largest independent bottler of Coca-Cola in the United States...
, a subsidiary of the Kirin Brewery Company
Kirin Brewery Company
is a Japanese company. It is a member of the Mitsubishi keiretsu.-Overview:Kirin sells two of the most popular beers in Japan, Kirin Lager--the country's oldest beer brand--and Ichiban Shibori. In the happoshu category, Kirin Tanrei is the top seller. Kirin handles domestic distribution for...
, based in Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
.
Cornucopia cites increasing requests for Moxie from fans across the country in its decision to step up efforts to distribute the product. In 2007 it launched pilot sales in Florida
Florida
Florida is a state in the southeastern United States, located on the nation's Atlantic and Gulf coasts. It is bordered to the west by the Gulf of Mexico, to the north by Alabama and Georgia and to the east by the Atlantic Ocean. With a population of 18,801,310 as measured by the 2010 census, it...
and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors.
In 2007, Cornucopia organized a sampling event at the Mohegan Sun
Mohegan Sun
Mohegan Sun, located in Uncasville, Connecticut, is the second largest casino in the United States with of gaming space. It is located on along the banks of the Thames River. It is at the heart of the scenic foothills of southeastern Connecticut, where 60 percent of the state's tourism is...
casino in Uncasville, Connecticut
Uncasville, Connecticut
Uncasville is an area in the town of Montville, Connecticut. The area traditionally known as Uncasville is a village in southeastern Montville, at the mouth of the Oxoboxo River...
.
The Catawissa Bottling Company
Catawissa Bottling Company
Catawissa Bottling Company is a producer of soft drinks located in Catawissa, PA. The company also distributes beer, ice, cups, taps, and related items....
in Catawissa, Pennsylvania
Catawissa, Pennsylvania
Catawissa is a borough in Columbia County, Pennsylvania, United States. The population was 1,589 at the 2000 census. It is part of the Bloomsburg–Berwick Micropolitan Statistical Area....
, is one of six bottlers in the United States that produce Moxie. Catawissa has produced it since 1945.
Polar Beverages
Polar Beverages
Polar Beverages is a fourth-generation, family-owned business that traces its roots back to 1882 and is based in Worcester, Massachusetts. The company is currently run by Ralph Crowley, Jr., the great-grandson of founder Dennis M. Crowley...
bottles Moxie in Worcester MA , in two liter, one liter, and 12 oz cans. Distribution area from Polar overlaps with Coca-Cola of Northern New England in Massachusetts; For example, Shaw's Supermarkets
Shaw's Supermarkets
Shaw's, along with companion store Star Market, are wholly owned subsidiaries of Eden Prairie, Minnesota-based SuperValu. Together, Shaw's and Star Market comprise the third-largest grocery chain headquartered in New England; behind Stop & Shop and Hannaford, although Shaw’s is the largest grocery...
and Stop & Shop
Stop & Shop
The Stop & Shop Supermarket Company is a chain of supermarkets located mostly in the northeastern United States. Its main rivals are Shaw's Star Market and Hannaford in New England, while ShopRite and the A&P family of supermarkets are its main competition in New York and New Jersey.- History :Stop...
are generally supplied by Polar while Market Basket
Market Basket
Market Basket is a supermarket chain that serves southeast Texas and Louisiana. Formed in 1962, the grocer now operates 34 Market Basket stores and four Lucky Seven conventional supermarkets and employs 2,200 associates. It is headquartered in Nederland, Texas.-History:Johnnie Alford, Ed Hughes,...
uses CCNNE. 1-liter bottles from CCNNE are short & squat while Polar are taller and skinnier.
Cornucopia has introduced a new label with a swirl pattern, replacing the pointing boy logo.
Derivative products
Further reading
- Bowers, Q. David, The Moxie Encyclopedia, Vestal Press, 1985. ISBN 978-0-911572-43-8
- Grace, Roger M., "Is Hires the Longest Marketed Soft Drink? Or Moxie? Or...?", Metropolitan News-Enterprise newspaper, Los Angeles, Thursday, November 17, 2005, p. 15
- Potter, Frank N., The Book Of Moxie, Paducah, KY : Collector Books, 1987. ISBN 0-89145-348-2.
External links
- Moxie info
- Moxie facts
- "Make Mine a Moxie!" — Maine Farmhouse Journal, July 6–10, 2000