TRY THIS GREAT NEW ENGLAND TRADITION
Although not made in
For the Moxie-phile, of which I am one, it is difficult to ever imagine that the tasty, refreshing beverage we know and love was once sold as a patent nostrum in the last quarter of the 19th century. Invented by Dr. Augustin Thompson, it was advertised as a nerve tonic and virtual panacea for all nervous ailments. But with the passage of the Pure Food & Drug Act in 1906, Coca Cola and Moxie, to name just a few, were forced to find a more recreational and less therapeutic need for their bubbly beverages, and the soft drink market came into its own.
Gentian root extracts give Moxie its unique flavor, a tongue-tantalizing mix of sweet and bitter, sugary and savory. It’s no “middle-of-the-road” drink. People love it or spurn it. I don’t believe I’ve ever encountered anyone with a passive attitude toward this beverage; and even I, an avid connoisseur, freely admit the soda is an acquired taste. Once a national phenomenon that engendered the colloquialism “moxie” and produced the iconic Moxie Boy posters, once as prolific as Burma-Shave signs, this “old-fashioned” soda fell out of favor and is now marketed mainly in the
Now we don’t sell Moxie at the Rock of Ages Visitors Center, but we sell lots of tasty