Portland, Maine
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 polarizes drinkers. Coca-Cola said on 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, N.H.
Bottling of the soda will remain in New Hampshire, said Lauren Thompson, a spokeswoman for Coca-Cola. She said the company’s goal is to “work to protect the heritage and regional culture of the brand.”
Coca-Cola sees an opportunity to bring Moxie’s brand to a wider audience, but distribution of Moxie will not change, Thompson said.
“Moxie is a great brand with a great heritage. Coca-Cola Northern New England has been a strong steward of the brand over the last decade and we take seriously our responsibility to ensure it stays true to its Northeastern roots,” she said.
Coca-Cola declined to provide the price of the sale, which is expected to close in the fourth quarter of this year. Coca-Cola North America has entered into a definitive agreement with Coca-Cola of Northern New England, Thompson said.
The acquisition by Coca-Cola won’t result in any noticeable differences for consumers, said Nick Martin, a spokesman for Coca-Cola of Northern New England. The soda is produced at a facility in Londonderry, N.H., and that facility will remain the exclusive manufacturer.
“If I had to look into my crystal ball, it will primarily remain a regional brand,” Martin said. “It just goes to show you that there’s a tremendously loyal following to this product.”
Moxie most closely is associated with the state of Maine, where it is the subject of the annual Moxie Festival in Lisbon, a river town of 8,800.