TRY THIS GREAT NEW ENGLAND TRADITION


Previously I’ve described the New England boiled dinner, a concoction of cabbage, assorted root vegetables and salt pork and its tastier successor red flannel hash. Today I’d like to encourage you to try another New England favorite—Moxie.

Although not made in Vermont (Its inventor was from Union, ME.), Moxie is synonymous with New England and is linked to Vermont in many ways, particularly as one of the favorite summer beverages of Vermont native, President Calvin Coolidge. While “Silent Cal” was known to be laconic, his love of Moxie was no secret. Before Ted Williams’ endorsements, Coolidge was one of the best-known drinkers of Moxie.

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 19^th 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 New England states. But when in New England, due grab an orange can of Moxie to try this unusual beverage—you just might become a fan. And since early advertising suggested it was a curative for “softening of the brain” and since this is campaign season, please do pour your Congressman or Senator a big glass full; it might just save the Nation.

Now we don’t sell Moxie at the Rock of Ages Visitors Center, but we sell lots of tasty Vermont specialty foods and other fine Vermont products. If you can’t visit us in person, please do shop with us online: 

http://vcshop.rockofages.com/