It was created around 1876 by Augustin Thompson (born in Union, Maine) as a patent medicine called "Moxie Nerve Food" and was produced in Lowell, Massachusetts.
It was previously produced by the Moxie Beverage Company of Bedford, New Hampshire until Moxie was purchased by The Coca-Cola Company in 2018. The name has become the word "moxie" in American English, a noun meaning courage, daring, or determination. ==History== Moxie originated around 1876 as a patent medicine called "Moxie Nerve Food," by Augustin Thompson in Lowell, Massachusetts.
. ==External links== Official Website Moxie facts "Make Mine a Moxie!" – Maine Farmhouse Journal, July 6–10, 2000 [https://www.bostonglobe.com/business/2018/08/28/coca-cola-acquires-beloved-maine-soda-moxie/8EWByZiHnZwIp1qT4ik45M/story.html] American soft drinks Maine culture Food and drink companies established in 1876 1876 introductions Kirin Group Mitsubishi companies Monarch brands Patent medicines Carbonated drinks Coca-Cola acquisitions 1876 establishments in Massachusetts
It likely derives from an Abenaki word that means "dark water" and that is found in lake and river names in Maine, where Thompson was born and raised. 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 trademark for the term.
He marketed it as "a delicious blend of bitter and sweet, a drink to satisfy everyone's taste." Thompson died in 1903. In 1907, the Moxie Nerve Food Company of New England filed a lawsuit in Boston against the Modox Company and others, alleging that they had copied the ingredients of Moxie and were using the name "Modox," which closely resembles "Moxie," and were infringing upon patents and trademarks.
The Moxie Man has appeared on labels in some form since 1906, and the image of a man pointing forward most associated with the brand was first introduced in 1911.
He marketed it as "a delicious blend of bitter and sweet, a drink to satisfy everyone's taste." Thompson died in 1903. In 1907, the Moxie Nerve Food Company of New England filed a lawsuit in Boston against the Modox Company and others, alleging that they had copied the ingredients of Moxie and were using the name "Modox," which closely resembles "Moxie," and were infringing upon patents and trademarks.
The Moxie Man has appeared on labels in some form since 1906, and the image of a man pointing forward most associated with the brand was first introduced in 1911.
In view of the many thousands of different opinions on this subject, we may offer a prize to the person who picks the actual boy, furnishing us photographic proofs, etc...the Moxie Boy, now a man (and some man at that), who posed for this picture many, many years ago, in fact before some of the readers of this article were born." For many years the urban legend was that Archer himself was Moxie's mascot, but he would have been about 50 at its introduction in 1911, disproving this theory.
The first Horsemobiles were deployed around 1918.
The identity of the "Moxie Man," or "Moxie Boy" as he was called in the 1920s, was apparently not known at that time, with a 1922 ad in the Boston Herald by F.
The identity of the "Moxie Man," or "Moxie Boy" as he was called in the 1920s, was apparently not known at that time, with a 1922 ad in the Boston Herald by F.
White once claimed that "Moxie contains gentian root, which is the path to the good life." The brand suffered a significant decline in sales during the 1930s. The Catawissa Bottling Company in Catawissa, Pennsylvania is one of six bottlers in the United States that produce Moxie.
A 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the May 20, 2011, Mecum Auction in Indianapolis, Indiana.
Catawissa has produced it since 1945.
Polar Beverages also bottles Moxie in Worcester, Massachusetts, as does Orca Beverage in Mukilteo, Washington. ===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% which led to the "Mad About Moxie" campaign. The Moxie brand was purchased in 1966 by the Monarch Beverage Company of Atlanta.
David, The Moxie Encyclopedia, Vestal Press, 1985.
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.
. ==External links== Official Website Moxie facts "Make Mine a Moxie!" – Maine Farmhouse Journal, July 6–10, 2000 [https://www.bostonglobe.com/business/2018/08/28/coca-cola-acquires-beloved-maine-soda-moxie/8EWByZiHnZwIp1qT4ik45M/story.html] American soft drinks Maine culture Food and drink companies established in 1876 1876 introductions Kirin Group Mitsubishi companies Monarch brands Patent medicines Carbonated drinks Coca-Cola acquisitions 1876 establishments in Massachusetts
It is flavoured with gentian root extract, an extremely bitter substance commonly used in herbal medicine. Moxie was designated the official soft drink of Maine on May 10, 2005.
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.
In 2007 it launched pilot sales in Florida and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors. In 2011, Cornucopia began doing business as the Moxie Beverage Company to market Moxie and Moxie-branded products.
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 seasonally available in Maine in limited quantities and is mild in flavor as compared to the soft drink. Moxie has been used as a cooking additive by chefs for its herbaceous, savory-sweet flavor profile.
In 2007 it launched pilot sales in Florida and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors. In 2011, Cornucopia began doing business as the Moxie Beverage Company to market Moxie and Moxie-branded products.
In 2010 the Moxie Man logo was removed from labels for a brief period because it was thought to be too old-fashioned.
In 2007 it launched pilot sales in Florida and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors. In 2011, Cornucopia began doing business as the Moxie Beverage Company to market Moxie and Moxie-branded products.
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. A unique advertising tool was the Moxie Horsemobile, a modified automobile whose driver sits on a large model of a horse.
A 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the May 20, 2011, Mecum Auction in Indianapolis, Indiana.
It was previously produced by the Moxie Beverage Company of Bedford, New Hampshire until Moxie was purchased by The Coca-Cola Company in 2018. The name has become the word "moxie" in American English, a noun meaning courage, daring, or determination. ==History== Moxie originated around 1876 as a patent medicine called "Moxie Nerve Food," by Augustin Thompson in Lowell, Massachusetts.
Drink recipes using Moxie were created. Demand for Moxie has waned in recent years, although the brand persists in New England and Pennsylvania. On August 28, 2018, the Coca-Cola Company announced its purchase of Moxie from Coca-Cola Bottling Company of Northern New England Inc.
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