History of Moxie in Timeline

Moxie is a carbonated beverage, one of the first mass-produced soft drinks in the U.S., created around 1876 by Augustin Thompson in Lowell, Massachusetts. Originally marketed as "Moxie Nerve Food," a patent medicine, it's known for its distinct, bitter flavor, often compared to root beer. This unique taste comes from gentian root extract, a very bitter ingredient frequently used in herbal medicine.

1906: Moxie Man Logo Appears

In 1906, the "Moxie Man" logo first appeared on Moxie labels in some form.

1911: Introduction of iconic Moxie Man

In 1911, the image of a man pointing forward, which became most associated with the Moxie brand, was first introduced.

1918: Deployment of Moxie Horsemobiles

Around 1918, Moxie deployed its first Horsemobiles, which were modified automobiles with a large model horse, for advertising purposes.

1922: Search for the Moxie Boy

In 1922, F. M. Archer placed an ad in the Boston Herald searching for the original "Moxie Boy", offering a prize to anyone who could provide photographic proof of the model.

1935: Rolls-Royce Moxie Horsemobile Appearance

A 1935 Rolls-Royce Moxie Horsemobile was in use for parades and other public functions.

May 10, 2005: Moxie named official soft drink of Maine

On May 10, 2005, Moxie was designated the official soft drink of the state of Maine.

2010: Moxie Man Logo Temporarily Removed

In 2010, the Moxie Man logo was briefly removed from Moxie labels due to perceptions of being old-fashioned.

May 20, 2011: Rolls-Royce Moxie Horsemobile Sold at Auction

On May 20, 2011, a 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the Mecum Auction in Indianapolis, Indiana.

2011: Moxie Man Logo Returns to Labels

In 2011, Ryan Savage, the head of marketing for Moxie, made the decision to reinstate the Moxie Man logo on labels following complaints from long-standing customers.