After more than a century of rise-and-fall popularity, Moxie, America's first mass-produced soda and Coca-Cola's bitter-tasting predecessor, is plotting a comeback and hoping to regain its former status as an American favorite. Recently purchased by Cornucopia Beverages Co., Moxie is set to leave behind decades of quiet supermarket existence in New England by slowly reaching out to consumers across the country.

Moxie has started selling its drinks at baseball games, Wal-Mart stores and other locations in New Hampshire and Maine over the past few weeks, hoping to excite nostalgic fans and gain new supporters. Among the events bringing out Moxie enthusiasts? A recent three-day festival in Lisbon Falls, Maine, where Moxie ice cream, muffins and T-shirts were among the available items for passionate attendees.

"There's a diehard loyal following here in New England, but it's pretty esoteric," said Cornucopia brand manager Justin Conroy. "Moxie has a unique taste, and we have a lot of opportunity to grow it inside our territory and beyond. And we want to have some fun doing it." Cornucopia has even begun selling the soda directly to the generation that brought Moxie its first drops of success through a trial program in Florida, where many of its original supporters are believed to have retired.--Kevin Manahan