Moxie, created in 1876 by Augustin Thompson, is a carbonated beverage and one of the first mass-produced soft drinks in the United States. Originally marketed as "Moxie Nerve Food," this sweet soda, similar to root beer, is known for its bitter aftertaste, attributed to the gentian root extract used in its flavoring.
1903: Death of Moxie's Creator
In 1903, Augustin Thompson, the creator of Moxie, passed away.
1906: The Moxie Man Makes His Debut
The year 1906 marked the first appearance of the "Moxie Man" on product labels, introducing a visual element that would become synonymous with the brand.
1907: Moxie's Legal Battle Over Trademark Infringement
The Moxie Nerve Food Company engaged in a legal battle in 1907 against the Modox Company, alleging trademark infringement due to the similar name and alleged copying of Moxie's ingredients. The initial lawsuit in Boston was dismissed, but Moxie later won a case in New York, leading to Modox's closure.
1911: The Iconic Moxie Man Pose is Introduced
The iconic image of the "Moxie Man" pointing forward, forever associated with the brand, was first introduced in 1911.
1918: The Moxie Horsemobile Hits the Road
Around 1918, Moxie introduced a unique advertising tool known as the Moxie Horsemobile. This modified automobile featured the driver seated atop a large model of a horse, creating a memorable spectacle for parades and public events.
1922: The Mystery of the "Moxie Boy" Identity
In 1922, the identity of the "Moxie Boy," as the "Moxie Man" was then known, became a subject of public speculation. F.M. Archer, a prominent figure associated with the brand, placed an ad in the Boston Herald offering a reward for information leading to the identification of the original model.
1935: The Year of the Rolls-Royce Moxie Horsemobile
The year 1935 saw the creation of a particularly noteworthy Moxie Horsemobile, built upon a Rolls-Royce chassis. This luxurious and eye-catching vehicle exemplified Moxie's commitment to creating memorable advertising campaigns.
1945: Catawissa Bottling Company Begins Moxie Production
In 1945, the Catawissa Bottling Company in Pennsylvania joined the ranks of Moxie bottlers, marking the beginning of their long-standing production of the beverage.
1962: "Mad About Moxie" Campaign Boosts Sales
The launch of Diet Moxie in 1962 coincided with Mad magazine featuring the Moxie logo in its publications, leading to a 10% increase in sales and the subsequent "Mad About Moxie" marketing campaign.
1966: Monarch Beverage Company Acquires Moxie
In 1966, the Moxie brand changed hands as the Monarch Beverage Company of Atlanta acquired it.
May 10, 2005: Moxie Named Maine's Official Soft Drink
On May 10, 2005, Moxie was officially recognized as the state soft drink of Maine, solidifying its cultural significance in the region.
2007: Moxie Expands Distribution with Pilot Sales in Florida
Responding to growing demand, Cornucopia Beverages initiated pilot sales of Moxie in Florida in 2007, expanding the brand's reach beyond its traditional Northeastern stronghold.
2008: Moxie Expands Product Line with Energy Drinks and Seltzers
In 2008, the Moxie brand ventured into new territory with the introduction of a Moxie Energy Drink and a line of Olde New England Seltzers. While these products carried the Moxie name, they differed significantly in flavor profile and branding from the original Moxie beverage.
2010: Moxie Secures Distribution in Florida
Building upon the success of its pilot program, Moxie secured full distribution in Florida in 2010, partnering with Florida Micro Beverage Distributors.
2010: Moxie Man Temporarily Retired from Labels
In a controversial move deemed necessary to modernize the brand, the Moxie Man logo was removed from labels in 2010.
May 20, 2011: Vintage Moxie Horsemobile Fetches High Price at Auction
On May 20, 2011, a piece of Moxie history was auctioned off when a 1935 Rolls-Royce Moxie Horsemobile was sold for $55,000 at the Mecum Auction in Indianapolis, Indiana. The sale price highlighted the collectible value and nostalgic appeal associated with the iconic Moxie brand.
2011: The Return of the Moxie Man
Following backlash from loyal customers, the Moxie Man logo was reinstated on labels in 2011, demonstrating the enduring power of brand recognition and customer loyalty.
2011: Moxie Beverage Company Established; DrinkMoxie.com Launched
In 2011, Cornucopia Beverages solidified its focus on the Moxie brand by establishing the Moxie Beverage Company. This strategic move was accompanied by the launch of DrinkMoxie.com, a dedicated website for promoting Moxie and sharing creative drink recipes featuring the unique beverage.