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Moxie, a carbonated beverage, is considered to be the USA's first mass produced soft drink.
Created in 1876 by Dr. Augustin Thompson formerly of Union, Maine, while working for the Ayer Drug Company in Lowell, Massachusetts. Moxie was first marketed as a patent medicine in Lowell, Massachusetts, under the product name “Moxie Nerve Food”. Moxie was said to cure ailments ranging from softening of the brain to “loss of manhood.” In 1884, 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 noted aftertaste, which 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. 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. Boston Red Sox slugger Ted Williams endorsed Moxie. Author E.B. White, an adopted Mainer and noted Moxie fan, once wrote “Moxie contains gentian root, which is the path to the good life.”
Falling out of favor due to competition from Coca Cola, demand for Moxie has waned in recent years, although demand still exists in New England. It was designated on May 10, 2005, as the official state soft drink of Maine.
One of the key ingredients of Moxie is “Gentian Root Extractives”, which 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 root beer. Its bitter taste is also reminiscent of Italian chinotto soda.
Moxie has also grown in popularity in recent years in regions of southern Maine due to its outstanding mixability with certain spirits.citation needed] Notable Moxie mixed drinks include the “Welfare Mom”, which consists of equal parts Diet Moxie and Allen's Coffee Flavored Brandy; the “County Girl”, a drink made up of one part bourbon whiskey and two parts Moxie on the rocks, with an optional lime garnish; and the "Mad Mailman", a mixture of Moxie and Jägermeister. Many people, even those who do not like the soda on its own, find it superb, refreshing and relaxing when mixed with Jack Daniels.
People not from New England might mistake a can of Moxie as an orange soda, as the can is a red-orange color similar to that of Orange Crush or Sunkist. Moxie is also available with a sugar-free alternative known as Diet Moxie.
Moxie is presently owned by Cornucopia Beverages Inc. of Bedford, New Hampshire. Cornucopia is constantly fielding requests for more Moxie from fans across the country. So the company decided to step up efforts to distribute the product and launched pilot sales in Florida. Cornucopia has another big sampling planned in a few weeks at Mohegan Sun casino in Uncasville, Connecticut. 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.