Moxie

Moxie Beverage Company

Type	Subsidiary
Industry	Beverage
Headquarters	Bedford, New Hampshire, U.S.
Area served	Northeastern United States
Website	DrinkMoxie.com

Moxie is a brand of carbonated beverage that was among the first mass-produced soft drinks in the United States. It continues to be regionally popular today. It is produced by the Moxie Beverage Company of Bedford, New Hampshire, which (through several levels of wholly owned subsidiaries) is part of the Kirin Holdings Company of Tokyo, Japan. As a result of widespread brand advertising, the brand name has become the word "moxie" in the English language, meaning "courage, daring, or spirit".

Moxie's flavor is unique, as it is not as sweet as most modern soft drinks and is described by some as bitter. Moxie is flavored with gentian root extract, an extremely bitter substance which was reputed to possess medicinal properties. It originated around 1876 as a patent medicine called "Moxie Nerve Food".^[2]

Moxie is closely associated with the state of Maine and was designated the official soft drink of Maine on May 10, 2005.^[3] Its creator, Dr. Augustin Thompson, was born in Union, Maine, but Moxie was created and first produced in Lowell, Massachusetts.^[4]

History

Moxie originated as a patent medicine called "Moxie Nerve Food",^[2] which was created around 1876 by Dr. Augustin Thompson in Lowell, Massachusetts.^[4] Thompson claimed that it contained an extract from a rare, unnamed South American plant, which is now known to be gentian root.^[5] Moxie, he claimed, was especially effective against "paralysis, softening of the brain, nervousness, and insomnia".^[2]

Thompson claimed that he named the beverage after a Lieutenant Moxie,^[2] a purported friend of his, who he claimed had discovered the plant and used it as a panacea, and the company he created continued to promulgate legendary stories about the word's origin. It likely derives from an Abenaki word that means "dark water" and which is found in lake and river names in Maine, where Thompson was born and raised.^[6]

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. In 1885, he received a trade mark for the term. He marketed it as "a delicious blend of bitter and sweet, a drink to satisfy everyone's taste".^[7] Thompson died in 1903.^[8]

A group of friends from Allentown, Pennsylvania, celebrating the 4th of July holiday in 1913 with a case of Moxie at a grove.

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",^[9] which closely resembled "Moxie", and were infringing upon patents and trademarks.^[10] 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.^[9]

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."^[11] Currently, one of the ingredients of Moxie is "Gentian Root Extractives", which may contribute to the drink's unique flavor.^[12]

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.

An alternative explanation for the company's decline in sales was that soda fountain operators (also called soda jerks) would give extra blasts of the syrup into the glass before adding the soda water. As Moxie was not as sweet as Coke or Dr. Pepper, this would not produce as delicious a refreshment.

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.^[13] Polar Beverages also bottles Moxie in Worcester, Massachusetts,^[14] as does Orca Beverage in Mukilteo, Washington.^[15]

Since 1962

Sugar-free Diet Moxie was introduced in 1962, about the same time that Mad magazine began placing the Moxie logo in the background of its articles to increase public awareness of it. As a result of Mad ’s efforts, sales of the soft drink increased 10%; this led to the "Mad About Moxie" campaign.^[16]

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 of Bedford, New Hampshire, which is owned by the Coca-Cola Bottling Company of Northern New England, a subsidiary of the Kirin Brewery Company, which is a subsidiary of Kirin Company, Limited, which is a subsidiary of Kirin Holdings Company, Limited, based in Tokyo, Japan (a member of the Mitsubishi keiretsu).^[17]

In its decision to step up efforts to distribute the product, Cornucopia cited increasing requests for Moxie from fans across the country. In 2007 it launched pilot sales in Florida and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors.^[18]

In 2011 Cornucopia began doing business as the Moxie Beverage Company to market Moxie and Moxie-branded products. A website, DrinkMoxie.com, was created to promote Moxie. Drink recipes using Moxie were created.

Demand for Moxie has waned in recent years, although the brand persists in New England and Pennsylvania.

Advertising

A Moxie Horsemobile. This one was built on a LaSalle sedan. It is on display at Clark's Trading Post in Lincoln, New Hampshire.

Through extensive advertising, the neologism "moxie" has entered popular American usage with the meaning "courage, daring, or spirit",^[19][20] 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. The Moxie Man had appeared on Moxie labels since the beverage was first sold. But in 2010 the Moxie Man logo was removed from labels because it was thought to be too old-fashioned. In 2011 the company's head of marketing, Ryan Savage, made the executive decision to bring the logo back in response to complaints from long-standing customers.^[21]

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.

Popular culture

• Derived from the brand advertising, "moxie" has become an English word meaning "courage, daring, or spirit"^[19]
• In Mad magazine, in the 1950s, the Alfred E. Neuman character had a look-alike girlfriend named Moxie Cowznofski. Just as with the name "Cowznofski", Moxie itself (often in logotyped form) became a running in-joke in Mad issues of the period.
• Moxie Gumption is a character in the cartoon Ink Pen, who has a crush on Ralston, who does not return her affections, and herself is the object of affection of Scrappy Lad, whom she clobbers whenever he gets too close.
• 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.
• Every summer, "all things Moxie" are celebrated at the Moxie Festival in Lisbon Falls, Maine.^[22]
• Moxie is mentioned in the independent film Man with a Plan (1996) as the favorite beverage of the titular dairy farmer and congressional candidate.
• In the movie Small Apartments (2012), the character Franklin Franklin drinks only Moxie and nothing else.
• In Stephen King's novel 11/22/63, Moxie and the Moxie Festival are mentioned in Chapter 2, Part 4.
• There is an ad for orange Moxie during a dream sequence in Joe Hill's novel Heart-Shaped Box.
• In Stephen Sondheim's musical Saturday Night, there is a lyric which goes, "The moon's like an overloaded Moxie sign. It shines at you, friendly and bright."
• John Hodgman frequently references Moxie Soda in his Judge John Hodgman podcast, in mock-serious insistence that the company sponsor the podcast.
• In the episode "Return to Spider Skull Island" of The Venture Bros., Dr. Orpheus attempts to order Moxie (then Birch Beer and Mr. Pibb ) at a diner, only to be told that the only sodas they offer are grape, orange, or cola.
• In the season 2 finale of Better Call Saul, Jimmy McGill releases a commercial in which an elderly woman says "Gimme Jimmy! Because Moxie is in such short supply these days!"
• In the Borderlands video game series, the player meets a reoccurring character named Moxie that runs several bars/casinos. She is most recognized by her provocative attire.
• In the Fallout 4 DLC "Far Harbor", which is located on a fictional version of Bar Harbor, Maine there is a drink named Vim, based on Moxie.
• In Stephen King's novel 'Salem's Lot, Part 3, chapter 16, "Carl Smith, a widower since 1957, has one boiled potato and a bottle of Moxie."
• In John Connolly's novel 'A Time of Torment', there is a lawyer nicknamed Moxie after his love of the drink.

Derivative products

The original Moxie logo featuring the "Moxie Man" on the label of a derivative product.

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.

Moxie ice cream is also seasonally available in Maine in limited quantities^[23] and is mild in flavor as compared to the soft drink.

See also

• List of brand name soft drinks products
• Drink portal

References

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

Look up moxie in Wiktionary, the free dictionary.

Wikimedia Commons has media related to Moxie.

• Official Website
• Moxie facts
• "Make Mine a Moxie!" — Maine Farmhouse Journal, July 6–10, 2000