Maine has a long history and most Mainers grew up learning about every battle, every general and every historic home. But, what we really should have been hearing about is the history of the state’s most iconic brand! Whether you love it or hate it (we know there are quite a few in this camp!) you have to appreciate that just one sip brings you right back to Maine!

If you’ve been in Maine for long enough, the bright orange Moxie can will surely be familiar to you! In fact, you can’t miss it. While it’s divided the state into folks who love and folks who hate it, we don’t often talk about its history. We did a little digging to find out just how this strange drink came to be.
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Originally developed as a medicine called “Moxie Nerve Food” in 1876 by Union, Maine native Augustin Thompson, it was actually never intended to become a soft drink.
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The medicinal value was said to come from a secret ingredient from a South American plant. Today it’s less of a secret. It’s been revealed to be gentian root. Thompson originally claimed that Moxie was useful in fighting “paralysis, softening of the brain, nervousness and insomnia.”
By Undetermined photographers - Ann Bartholomew (Author), Carol M. Front (Author) (2002), Allentown (Images of America), Arcadia Publishing (April 8, 2002), ISBN-10: 0738509965, Public Domain

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Moxie is said to be named after Thompson’s friend, Lieutenant Moxie, who he said had discovered the secret ingredient plant. But, it’s now more widely believed that the name comes from the Abenaki word for “dark water.”
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Thompson eventually added soda water to the original “Moxie Nerve Food” and changed the name to "Beverage Moxie Nerve Food.”
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And in 1884, he began selling it as a soda in both bottles and as a syrup for soda fountains and in 1885 he trademarked it.
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While some folks might opt out of drinking a cold can of Moxie, it’s said to have been a favorite of President Calvin Coolidge. And Red Sox fans will appreciate that Ted Williams was the spokesperson for a period of time on radio and in print.
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The beverage has certainly evolved over the years. Diet Moxie was introduced in 1962. And, Mad Magazine began placing the logo behind its articles for more publicity. As a result, sales increased 10%!

Today you’ll find Moxie throughout Maine and even in other parts of New England. Whether you love it or hate it, it certainly should be a source of pride for those from Vacationland!

To learn more about Moxie, check out the official website. And now that you know the official history of Maine’s most popular drink, why not continue your education on beverages? You can step back into history at Maine’s oldest standing tavern!

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