Moxie Nerve Food

After Dr. Augustine Thompson (1835-1903) fought in the American Civil War, he studied medicine and settled in Lowell, Massachusetts. Thompson decided that he wanted to create a medicinal tonic that did not contain cocaine or alcohol. Thompson received a patent for the drink in 1885, and called the beverage “Moxie” -- which has become a term meaning: “force of character, determination, or nerve.”

This soft drink eventually became widely popular making its way across the county. However, the company’s headquarters were based at 68 Beverly Street. As seen on the map, Moxie was such a big company that it needed a building that ran to the other side of the street to have enough space to operate. 

 Starting as early as 1894, Moxie ads started to warn their customers of sellers who were creating and selling imitations of the drink. These warnings ranged from subtle to outright alerts. An ad from 1894 says: "...nearly every soda bottle maker in the United States seeks to imitate it," and follows with: "Avoid these worthless imitations. They imitate the taste, not the virtues of Moxie." In these ads there is a clear emphasis on how the imitations of Moxie will never measure up to the true Moxie and therefore, no one can reap the drinks health benefits. The warnings also questioned the morality of fraudsters: "If he cheats you on Moxie where will he draw the line of honesty elsewhere? 

Most warnings were paired with compliments to boost the value of the soda. "If genuine Moxie was sold each and every time it was called for, no building in New England would be large enough to manufacture it."