Moxie
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The beverage was strongly associated with amusement parks, dance halls and east coast resorts. In the late 20s, "Moxieland" was created in Boston, Mass, replacing the smaller Lowell Manufacturing facility, as well as an earlier Boston plant, and was successfully promoted as a tourist attraction. Almost overnight, Moxie became as famous as any Boston landmark. Increased sugar prices, along with increased competition primarily from Coke, caused Moxieland to close and the company later continued from its Needham Heights, MA location until the late 60s. Today it remains as it began, a New England beverage, under the ownership of the Armstrong family of the Monarch Corp, in Atlanta Ga. Moxie is still made in New England by a few bottlers and can be found in most local supermarkets. The early years saw a wealth of bottles, fountain glasses, trade cards and die cuts, as well as some very interesting tin signs. In the late 1890's, at least two different Baird clocks were produced. In 1917, the advertising campaign took a turn to the unusual when the Moxie Co. was granted a patent for an "ornamental design for an automobile" which was basically an automobile with a mounted dummy horse on it. The car was operated by a driver seated on the dummy horse. This "horsemobile" became the focal point of much of their advertising from that point on. The teens also brought an interesting series of hand held fans featuring pretty ladies of the day. These fans make an interesting collection. The Moxie Co. produced china dinnerware sets. These china pieces are desirable and sought after by collectors. There have been no calendars turning up over the years--even though the calendar was such an important advertising giveaway by so many companies. The rights to Moxie are owned by Monarch Beverages, Atlanta, Georgia. Sales of the Moxie brand are concentrated in the New England region of the US. Moxie and diet Moxie have unique taste profiles that do not have any true direct competition. For distributor information, call Monarch @ 1-800-251-3732. Also, Moxie is available at The Soda Shop, in Original Moxie, Cherry Cola and Cream Soda. |
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More Moxie !!
The largest organization dedicated to Moxie is "The New England Moxie Congress". The "Congress" is a group of enthusiastic collectors of Moxie memorabilia including Moxie advertising, company related documents, photos and postcards. The group also has amongst its membership historians who are dedicated to keeping Moxie alive for its part in American history. Membership is $5 a year, and includes a newsletter which has updates on Moxie events, auctions and information on collector gatherings.
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