Company takes on drink giants with 'Moxie'

LISBON FALLS, Maine, Aug. 5 (UPI) -- The makers of Moxie, the first mass-produced soda sold in the United States, are planning to plunge back into the beverage market.

Moxie, a medicinal-tasting carbonated beverage, became a hit after it was developed by Massachusetts pharmacist in 1876. During its heyday, the soft drink outsold Coke, was enjoyed by President Calvin Coolidge and endorsed by baseball great Ted Williams.

But now, though there are a few die-hard enthusiasts, Moxie is sold only on a small scale in New England.

Cornucopia Beverages Co., who now own Moxie, say they plan to change that, the Boston Globe reported Sunday.

The company has crafted a vigorous marketing campaign to get the drink in the hands of minor league baseball fans, Wal-Mart shoppers and retirees in Florida.

The drink was created to be an "invigorating elixir," not a sweet sipper, as the bitter taste attests, the Globe said.

Marketing efforts will be bolstered by Moxie's fans who gather at an annual festival and persuaded the State of Maine to declare Moxie the official state beverage.