Moxie soda is a divisive cult favorite that’s obsessed over by some, but mostly unknown to the masses. Your first question may be, “What is Moxie soda?” Great question. Brilliant, actually. Truly the mark of a genius. We’re not just saying that because it was also our first question. Luckily, we’ve answered that question, and many more, to give you a rundown of the soda you never knew you didn’t know.
What is Moxie soda?
At first glance, Moxie is foundationally a soda. But it’s more than that. It’s a point of pride for many from its place of origin: Maine. The can’s orange background and bold blue and white lettering may be reminiscent of orange Fanta, but do not expect a sweet, orange beverage. Actually, avoid expectations altogether. Once the most popular soda in the U.S., the somewhat polarizing, kind of root beer-ish soda capitalizes on its unique flavor to the point where it’s literally marketed as “distinctively different.”
What’s in Moxie soda?
Moxie soda starts with the soda staples: carbonated water and high fructose corn syrup. However, Moxie also includes the very distinct addition of gentian root extract. Gentian root is a bitter substance common in herbal medicine that can supposedly help cure ailments from sleeplessness, to digestive issues, to imbecility. So that means Moxie is healthy, and the green-juicers can suck it. Right?
What flavor is Moxie soda?
Thanks to that gentian root, Moxie Soda has a very unique flavor in the world of sodas. It has been likened to licorice, medicine, pine needles, root beer, battery acid, burnt rubber, and carbonated Fig Newtons.
And the original Moxie wasn’t the only Moxie flavor. The now discontinued flavors include: Moxie Cherry Cola, Moxie Cream Soda, Moxie Orange Cream, Moxie Energy, Moxie Energy Citrus, Moxie Energy Explosion, Moxie Energy Thunder, and Moxie Blue Cream. Yum?
Where was Moxie soda made?
Today, Moxie is still a New England mainstay. It’s primarily bottled in Bedford, New Hampshire. But it was originally created in Lowell, Massachusetts by Maine native Dr. Augustin Thompson in the late 1800s. Even though its origins are in Massachusetts, Maine has embraced the soda as its own. It’s the official soft drink of the state (as of 2005).
Though it’s now owned by Coca-Cola, Moxie (and Diet Moxie!) is still available for purchase on Amazon, Walmart, and regional Maine-focused online retailers such as Box of Maine.
What happened to Moxie soda?
Moxie soda actually wasn’t initially marketed as a sipping soda. It was supposed to be good for the nervous system. It started as an elixir that was said to cure things including “softening of the brain” and “loss of manhood.” To nobody’s surprise, the FDA was not having those claims. In the early 1900s, the department said that Moxie could no longer be marketed as medicine, so the pivot was made to sell the already-carbonated beverage as soda.
Just how popular is Moxie in Maine?
It’s pretty darn popular. Like, you know how Michigan embraces Faygo? Or how the South loves sweet tea? It’s like that. For starters, Moxie has a yearly festival. Every summer, the town of Lisbon, ME holds a three-day festival celebrating the drink with events like a clambake, fireworks, parade, and more, including a chugging competition. A recent 11-time winner drank seven cans in two minutes. The Matthews Museum of Maine Heritage also proudly houses a collection of Moxie memorabilia, with merchandise for sale like tees, hats, pins, and earrings.
Moxie also had some celebrity endorsements from New Englanders, with fans including Ted Williams of the Boston Red Sox, Calvin Coolidge, who reportedly drank it after his inauguration, and writer E.B. White, who praised the drink’s inclusion of gentian root, which he said was the path to the good life.
