Moxie

Moxie is a carbonated beverage which was among the first mass-produced soft drinks in the United States, and is regionally popular to this day. The original instance of Moxie was a patent medicine called "Moxie Nerve Food" which was invented ca. 1876 by Dr. Augustin Thompson. Thompson claimed that it contained extracts from a rare, unnamed South-American plant which was discovered by a (fictitious) friend of his, one Lieutenant Moxie; as a panace... more

Moxie is a carbonated beverage which was among the first mass-produced soft drinks in the United States, and is regionally popular to this day. The original instance of Moxie was a patent medicine called "Moxie Nerve Food" which was invented ca. 1876 by Dr. Augustin Thompson. Thompson claimed that it contained extracts from a rare, unnamed South-American plant which was discovered by a (fictitious) friend of his, one Lieutenant Moxie; as a panacea, it was supposed to be especially effective against "paralysis, softening of the brain, nervousness and insomnia". After a few years, Thompson added soda water to the formula and changed the name to "Beverage Moxie Nerve Food". By 1884 he was selling Moxie both in bottles and in bulk as a soda fountain syrup, marketing it as "... a delicious blend of bitter and sweet, a drink to satisfy everyone's taste." The company used the slogan "Make mine Moxie!", advertising jingles such as “Just Make It Moxie for Mine”, and the "Moxie Man" logo.... less