Moxie (Images of America)

The phrase "He's got a lot of moxie!" is taken to mean that one has nerve, vigor, and grit. And unless born and raised in New England, Americans are generally quite unaware that the root of this expression is a bittersweet patent medicine turned soda pop originally called Moxie Nerve Food, which was guaranteed to cure nervous exhaustion and a host of associated ailments. First bottled in 1885, today it is the official soft drink of the state of Maine and still enjoyed by many. This book chronicles Moxie's rich history and brilliant marketing breakthroughs as well as some corporate misfortunes and rebounds along the way.