Coca-Cola adds Moxie to its line
PORTLAND, Maine — Soft drink giant Coca-Cola announced yesterday it is acquiring Moxie, a longlived and beloved New England soda brand that is the official state beverage of 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 yesterday 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 CocaCola. 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. CocaCola 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 CocaCola won’t result in any noticeable differences for consumers, said Nick Martin, a spokesman for CocaCola of Northern New England. The soda is produced at a facility in Londonderry, N.H., and that facility will remain the exclusive manufacturer.