Editing Moxie (section)

===Since 1962===
[[File:2018 Moxie can.jpg|left|thumb|150px|A can of Moxie from 2018]]
[[File:Moxie Horsemobile.jpg|thumb|right| Moxie Horsemobile. This one was built on a [[LaSalle (automobile)|LaSalle]] sedan. It is on display at [[Clark's Trading Post]] in [[Lincoln, New Hampshire]].]]

Sugar-free Diet Moxie was introduced in 1962, three years after ''[[Mad Magazine|Mad]]'' magazine began placing the Moxie logo in the background of its articles, which increased public awareness of it.<ref>https://www.zipcomic.com/mad-issue-45</ref>  The magazine also introduced a short-lived girlfriend for its mascot [[Alfred E. Neuman]] who was named "Moxie." As a result of ''Mad''{{'}}s efforts, sales of the soft drink increased 10%<ref>{{cite web|url=https://www.drinkmoxie.com/history.php|title=History of Moxie: 1960 - 1969|date=n.d.|website=Moxie Beverage Company.}}</ref> which led to the "Mad About Moxie" campaign.<ref>{{cite book|title=Dun's Review|url=https://books.google.com/books?id=KL8SAQAAMAAJ|date=January 1968|publisher=Dun and Bradstreet|page=56}}</ref>

The Moxie brand  was purchased in 1966 by the [[Monarch Beverage Company]] of [[Atlanta]]. In 2007 Monarch sold it to its previous owner, Cornucopia Beverages of [[Bedford, New Hampshire]], which is owned by the [[Coca-Cola Bottling Company of Northern New England]], a subsidiary of the [[Kirin Brewery Company]], which is a subsidiary of Kirin Company, Limited, which is a subsidiary of [[Kirin Holdings Company, Limited]], based in [[Tokyo]], Japan (a member of the [[Mitsubishi]] ''[[keiretsu]]'').<ref>{{cite news| first = Denis| last = Paiste |title = Moxie, same taste, new owner| url = http://newenglandpride.blogspot.com/2007/04/cornucopia-beverages-acquires-moxie.html| format = reprint| work = New Hampshire Union Leader| publisher = Union Leader Corporation| date = April 6, 2007| page = B3| access-date = November 25, 2007}}</ref>

In its decision to step up efforts to distribute the product, Cornucopia cited increasing requests for Moxie from fans across the country. In 2007 it launched pilot sales in [[Florida]] and in 2010 granted distribution in Florida to Florida Micro Beverage Distributors.<ref name="AP01">[http://www.boston.com/news/local/new_hampshire/articles/2010/12/08/florida_is_getting_some_moxie/ "Florida is getting some Moxie"], [[Associated Press|AP]] via ''boston.com'', December 8, 2010. Retrieved December 8, 2010.</ref>

In 2011, Cornucopia began [[doing business as]] the Moxie Beverage Company to market Moxie and Moxie-branded products. A website, DrinkMoxie.com, was created to promote Moxie. Drink recipes using Moxie were created.

Demand for Moxie has waned in recent years, although the brand persists in [[New England]] and [[Pennsylvania]].

On August 28, 2018, the [[Coca-Cola Company]] announced its purchase of Moxie from Coca-Cola Bottling Company of Northern New England Inc. for an unspecified amount.<ref>{{Cite news|url=https://www.bloomberg.com/news/articles/2018-08-28/coke-inks-deal-to-buy-moxie-the-official-soft-drink-of-maine|title=Coke Inks Deal to Buy Moxie, the Official Soft Drink of Maine|newspaper=Bloomberg.com|date=August 28, 2018}}</ref>{{clear left}}