site banner
Matthews Museum of Maine Heritage

Hours & Info

Open July - August

Wednesday - Saturday

12:00 noon until 4:00 p.m.

(except holidays)

Extended hours during
the Union Fair - free admission
for fair ticket holders

May - Sept.
(207) 563-1544

Oct. - April
(802) 476-2792

Location & Directions

Visit the Moxie Wing!

The Story of Moxie

30-foot-tall wooden Moxie bottle, once used as a soda standMoxie was created in 1876 by Dr. Augustin Thompson, formerly of Union, Maine, while he was employed by the Ayer Drug Company in Lowell, Massachusetts. Accordingly, Moxie stands today as Maine's state beverage. Moxie was first marketed as a patent medicine in Lowell, Massachusetts, under the product name "Moxie Nerve Food."

From 1928 through 1953 Moxie was bottled at 74 Heath St. in the Jamaica Plain section of Boston, Massachusetts. The building, known as Moxieland, featured an advertisement on the roof along with an arrow pointing in the direction of Logan Airport. Moxie was said to cure ailments ranging from "softening of the brain" to "loss of manhood."

In 1884, it was sold in carbonated form and merchandised as an invigorating drink, which claimed to endow the drinker with "spunk." In the early phase of its life as a recreational soft drink, Moxie is said to have been kept handy by bartenders to give to customers who were too drunk to be given any more alcohol. This story may be apocryphal, however, inspired by Moxie's noted aftertaste, which many people find unpleasantly strong.

The popularity of Moxie produced popular advertising jingles, such as "Just Make It Moxie for Mine," and President Calvin Coolidge was known to have favored the drink. Boston Red Sox slugger Ted Williams endorsed Moxie. Author E. B. White, an adopted Mainer and noted Moxie fan, once wrote, "Moxie contains gentian root, which is the path to the good life."

Moxie was designated on May 10, 2005, as the official state soft drink of Maine.

Moxie at the Museum

The Matthews Museum is proud to display an impressive collection of Moxie memorabilia, while also providing an opportunity for visitors to take a little Moxie merchandise home with them! Check out our selection of Moxie tees, hats, pins, earrings, and more, available for purchase at the Museum and in our online Moxie Shop.

Moxie Merchandise