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.

HISTORY

Moxie originated as a patent medicine 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 American 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.

Due to competition from Coca Cola, 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.

Browsing table of 6 Moxie Items
This table is sortable, just click on any heading.

Code	Description	Condition	Notes	View	Buy
PC-30	(ME) - Jackman - Real Photo Postcard RPPC - Mountain View Filling Station - Moxie (me_album),	Overall fine condition	Unposted - Unused - Moxie Thermometer by door, Mobiloil signage and pumps, Vintage Auto at pumps, Mount Zircon Spring Water Co. Ginger Champaign Water Of Health huge display bottle - Defender Stamp Box Keywords: (Moxie),	View Front Image	Price: $130.00 Check out now
PC-31	(ME) - Jackman - Real Photo Postcard RPPC - Mountain View Filling Station - Moxie (me_album),	Overall fine condition	Unposted - Unused - Moxie Thermometer by door, Mobiloil signage and pumps, Gulf and Quaker State signs, Mount Zircon Spring Water Co. Ginger Champaign Water Of Health huge display bottle - Defender Stamp Box Keywords: (Moxie),	View Front Image	Price: $130.00 Check out now
PC-36	(ME) - Jackman - Real Photo Postcard RPPC - Mountain View Filling Station - Moxie (me_album),	Overall fine condition	Unposted - Unused - Moxie sign on side of building, Moxie Thermometer by door, Mobiloil signage and pumps - Defender Stamp Box Keywords: (Moxie),	View Front Image	Price: $130.00 Check out now
PC-34	(ME) - La Grange - Real Photo Postcard RPPC - Chase's Store - Three Moxie Signs (me_album),	Overall fine condition	Postally used w/address & message - Older auto pictured out front, building has three Moxie soda signs on it - RPO cancel of Green Junction and Bangor Maine Keywords: (Moxie),	View Front Image	Price: $760.00 Check out now
NJ-1013	(NJ) - Weehawken - View Of Weehawken With Moxie sign lower right corner (nj_box2)	Overall fine condition - slight corner wear	County: Hudson - Unposted - Unused Keywords:	View Front Image	Price: $10.00 Check out now
PC-35	(NY) - Coney Island - View of Surf Avenue with three Moxie and other signage	Overall fine condition	County: Kings - Unposted - Unused - Has glitter attached Keywords: Brooklyn, New York City, NYC, (Moxie),	View Front Image	Price: $57.00 Check out now

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