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The Etymology of Moxie

it as slang meaning 'vigor, verve, pep' with some further developed senses such as "strength, aggressiveness, nerve, skill, know-how."1 All these are known to have come from the name of a carbonated soft drink, "Moxie," registered in 1924, and again with a design in 1933, spread commercially in the Boston area by a vigorous advertising campaign.2 Moxie was claimed to give the drinker these qualities of vigor, nerve, and pep; and when, as the high point of the campaign, baseball player Ted Williams of the Boston Red Sox was persuaded to endorse it loudly, moxie quickly became a synonym for the claimed human qualities themselves and was spread all over the country. But Moxie had had a history before that: it began as the name of a "nerve medicine," a proprietary concocted by Dr. Augustin Thompson of Union, Maine in 1876, which was sold in 26-ounce bottles labeled as follows: