If New England had an official personality test, it might just be a glass of Moxie.

You either love it… or you really don’t. And that’s exactly why this strange, bitter, unmistakable soda has survived for more than a century — becoming one of the most iconic (and debated) drinks in New England history.

What Is Moxie, Anyway?

Moxie isn’t your typical soda. It’s bold, herbal, slightly medicinal, and unapologetically bitter. The flavor comes from gentian root, a plant traditionally used in digestive tonics — which makes sense, because Moxie didn’t start as soda at all.

It began life in the late 1800s as Moxie Nerve Food, a patented medicine marketed as a cure for everything from fatigue to “nervousness.” Eventually, people stopped buying it for their nerves and started buying it because… well… they kind of liked it.

And just like that, Moxie became soda.

A Maine Original (With New England Attitude)

Moxie’s roots are firmly planted in Maine, where it became wildly popular in the early 20th century. For generations, it was practically a rite of passage — handed to kids by parents who said, “Here, try this.”

The reaction was almost always memorable.

To this day, Maine remains the heart of Moxie fandom, even hosting the annual Moxie Festival in Lisbon, complete with parades, costumes, and enough Moxie merch to outfit a small army of true believers.

Why Is It So Divisive?

Unlike most modern sodas, Moxie doesn’t try to be universally pleasing. There’s no mellow sweetness, no fruity disguise. It’s sharp, earthy, and slightly bitter — which makes it feel more like an acquired taste than a casual refreshment.

For some, that first sip is a shock.
For others, it’s nostalgia in a bottle.

Many New Englanders will tell you they didn’t like Moxie at first — but grew to love it over time. Others will proudly announce they’ve hated it since childhood and see no reason to revisit the experience.

Both reactions are correct.

More Than a Drink — It’s a Cultural Badge

Moxie isn’t just soda; it’s a conversation starter. Ordering one is a quiet way of saying, “I’m from here… or at least I get it.”

It shows up at:

• Summer cookouts

• Old-school diners

• Roadside stores

• Family gatherings where someone inevitably says, “You ever had Moxie?”

And that’s the magic of it — Moxie survives not because it changed, but because it didn’t.

Does Moxie Still Exist?

Absolutely. You can still find it across New England, especially in Maine, New Hampshire, and parts of Massachusetts. It’s sold in bottles, cans, and occasionally on tap at specialty shops and festivals.

And yes — it still tastes exactly like you remember… for better or worse.

Love It or Hate It — It’s Wicked New England

Moxie doesn’t care if you like it. It’s been around longer than most trends and has outlasted countless “better” sodas. It’s stubborn, distinctive, and proudly regional — which might be the most New England thing about it.

So whether you’re a lifelong fan or someone who tried it once and never recovered, Moxie earns its place in New England food history.

Just don’t say we didn’t warn you.