| Description |
SHIPPING AVAILABLE > This early MOXIE wooden crate was used for the transport and storage of MOXIE soft drink bottles. Standing 8.5" tall with overall dimensions of 15" x 11", this crate features dovetail constructionto corners, nailed slats, with the short ends featuring cut-out hand holds for handling and transport.
Stenciled with prominent MOXIE branding, displaying the name in bold lettering along with THE MOXIE COMPANY BOSTON MASS,"which reinforces its origin. Additionally, the phrase TRADE MARK REG U.S. PAT. OFFICE is clearly visible, emphasizing its registered trademark status. Other labeling, including 2 DOZEN to indicate its bottle capacity, adds to the authenticity and collectible nature of the item.
CONDITION REPORT ~ Offered, as discovered, uncleaned and unlatered ~ Expect varying elements relative to age, materials, and early production methods.
HISTORY of MOXIE SODA
The Moxie soft drink brand, one of the oldest carbonated beverages in the United States, has a rich and storied history dating back to the late 19th century. The beverage was invented by Dr. Augustin Thompson, a physician from Union, Maine, in 1876. Originally formulated as a patent medicine, it was first marketed under the name ~ Moxie Nerve Food, promoted for its purported health benefits, including aiding digestion, curing paralysis, and improving mental acuity.
In 1884, Moxie transitioned from being a medicinal tonic to a widely marketed soft drink. Dr. Thompson had discovered that by removing the alcohol from his formula, he could create a distinctive, non-alcoholic soda. The drink's unique taste, derived from gentian root extract, a bitter herb, set it apart from other sodas on the market, which were typically sweet. The unusual flavor quickly became a defining characteristic, drawing both enthusiasts and critics.
Moxie grew in popularity during the late 19th and early 20th centuries, becoming a cultural icon in New England and spreading throughout the United States. The brand became known for its catchy slogans and marketing campaigns, one of the most famous being “Just Make It Moxie for Mine!” During the early 20th century, Moxie was one of the best-selling soft drinks in the U.S., even outselling Coca-Cola at times.
The brand’s popularity was reinforced by creative and memorable advertising. One of its most iconic mascots was the “Moxie Man,” an image of a man pointing at the viewer, challenging them to try the drink. The term "moxie" also entered American vernacular as a synonym for "courage," "spunk," or "guts," owing to the boldness associated with the drink's flavor and marketing approach.
Despite its early success, Moxie faced challenges as new competitors emerged. By the mid-20th century, the brand’s popularity declined as Coca-Cola, Pepsi, and other sweet sodas took over the market. However, Moxie retained a loyal following in New England, where it has remained a regional favorite.
In recent years, Moxie has seen a resurgence as a nostalgic, retro beverage. In 2018, the brand was acquired by The Coca-Cola Company, which aimed to preserve its legacy and expand its availability. Today, Moxie remains a cultural icon, known for its distinctive flavor and rich history, celebrated with events such as the annual Moxie Festival in Lisbon Falls, Maine, which pays homage to the enduring appeal of this unique American soft drink.
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