Soft drink giant Coca-Cola announced Tuesday that it's acquiring Moxie, a long-lived and beloved New England soda brand that is Maine's official state beverage. Moxie has been around since the 19th century and it’s famous in New England for its unique flavor, which is the product of a root extract that gives it a distinctive taste that some love and some hate.Coca-Cola said Tuesday it’s acquiring the brand from Coca-Cola of Northern New England, an independent bottling partner of the larger company that’s in Bedford, New Hampshire.Moxie will still be bottled in New Hampshire, says Coca-Cola spokeswoman Lauren Thompson.“Moxie is a fantastic brand with a great heritage," Thompson says. "Coca-Cola Northern New England has been a strong steward of the brand over the last decade and we take very seriously our responsibility to ensure it stays true to its Northeastern roots. Through our venturing and emerging brands unit we will work to protect the heritage and regional culture of the brand."Thompson says Coca-Cola also sees an opportunity to bring Moxie’s brand to a wider audience.
The Associated Press contributed to this story.