Dr. Augustin Thompson

Dr. Augustin Thompson

Dr. Augustin Thompson was born on November 25, 1835 in Union, Maine. On September 10, 1862 Dr. Thompson and a few of his friends from Union enlisted in the Union Army forces with Company G of the 28th infantry, Maine Volunteers. He was given the lieutenant colonel rank by an act of Congress.

After the Civil War, Dr. Thompson attended the Hahnemann Homeopathia College in Philadelphia and graduated at the head of his class. He immediately after leaving College established a medical practice in New England. He settled in Lowell, Massachusetts in 1867 and developed a practice until 1885. His practice was stated to be the largest in New England. Dr. Thompson left a $15,000 medical business to put "Moxie" on the market. He worked on his new project 14-18 hours a day.

In 1876 Dr. Thompson while in his laboratory, mixed a concoction of gentian-root extract that Lieut. Moxie had brought him from South America and some other ingredients and called it Moxie Nerve Food. He placed it in a bottle and marketed the product as a healthful beverage, and a medicine. Between the late 70's and early 80's many competitors were coming out with similar variety's of health beverages, but Moxie Nerve Food out moxied them all to achieve great fame.

Special Note: many people have reported the year 1884, as the year Moxie was invented. Moxie as a Nerve Food was concocted in the 70's. Most facts states that Moxie Nerve Food was produced and marketed in the 70's and many point to 1876. Orville Purdy quoted to say that 1884 was when Moxie was first produced as a carbonated beverage.

Moxie in its original form, was not a soft drink but a concentrated liquid, taken by the spoonful immediately before meals. It was an aid to digestion. It guaranteed to make you eat better, sleep better, and make you feel better. Other benefits were also mentioned - had beneficial effect when used for locomotor ataria, and insanity when caused by nervous exhaustion. It removed fatigue from mental and physical overwork and brings refreshing sleep at night.The Dictionary states that if you have 'Moxie' you have nerve, courage and energy. In other circles Moxie describes people with courage, guts, nerve and savvy. I for one within the last year have heard the word 'Moxie' mentioned on TV and radio in documentaries, sports, weather, movie's at least 100 times.

The trademark was filed on July 16, 1885 and registered on September 8, 1885. The trademark was for Nerve Food. Dr. Thompson's trademark consists of the word Moxie. The trademark makes clear the interest of Moxie, it was intended to cure paralysis, softening of the brain, and mental imbecility and to have other healthful benefits. Later the trademark was changed as a marketing ploy and revised.

By 1884 the progress and evident financial success of the carbonated beverages then making their appearance impressed Dr. Thompson. So he began to produce what he called Beverage Moxie Nerve Food, "a delicious blend of the bitter and the sweet, a drink to satisfy everyone's tastes." Dr. Thompson's Nerve Food became well established. A quote from one writer states "There is nothing magical or mystical about the "Nerve Food Syrup', but there is something to it that answers the purpose every time and under almost every condition".

Moxie caught on like wildfire. On March 1, 1885 the first labels for Moxie Nerve Food were printed and were black on a white background. Many subsequent labels were printed. The early bottles were encased in a protective outer paper wrapping, a practice that went on for 25 years. By the end of 1885 Moxie was a household word throughout New England with scattered recognition in other parts of America. In 1895 543,000 cases were sold. Five million bottles were sold during the first year.

According to The Union (Maine) Past and Present, published in 1895. "Dr. Augustin Thompson is well informed, and has traveled extensively always with his eyes open. He is a man of ideas with the courage to put them in practice, a steam engine in energy and vital force, and who would succeed in making himself felt in any enterprise in which he might embark".

The Pure Food and Drug Act was passed in 1906, Moxie which was classified as simply a soft drink and nothing more, the company changed its name from The Moxie Nerve Food Company to the Moxie Company. They removed the labels that had nerve food quotations and replaced the labels.

Dr. Augustin Thompson died on June 8, 1903. Dr. Augustin Thompson was an intellectual, a Civil War hero, a playwright, and author, a political commentator and a physician. And let's not forget an inventor and President of the Moxie Nerve Food Company.

Most of the information about Dr. Augustin Thompson has been quoted from three books. Frank N. Potter's "The Moxie Mystique" and "The Book of Moxie", also from a chapter of an unpublished book by Joseph A. Veilleux "The Marketing Genius of The Moxie Company" to be released in 2004-2005.