MoxieActually, Moxie predates Coca-cola. It was the first soft drink to be mass marketed in the U. S. about 1884. It was huge well into the twentieh century, but then suffered a steep decline, and is manufactured today by the Monarch Beverage Co. of Atlanta. Cocca-Cola bottles and distributes it, but only in Maine, New Hampshire, Vermont, and, to a lesser extent, Massachusetts. It has its origins, as most older softdrinks do, in medicine -- it was originally a tonic which claimed to "prevent softening of the brain" and "restore masculin virility." Its taste echoes its original purpose -- most people don't like it at all. Anasturga bitters is the closest thing, taste-wise, although the Italian "Brio" is somewhat simmilar.
It takes some getting used to, but one does come to love the taste. Furthermore, Moxie's most charming feature, today anyway, is that there are noticable variations between batches. Moxie doesn't always taste the same. In fact, with some internet savvy, one can find discussion groups dedicated to traking where the best batches are available from in any given month, or warning about substandard batches likely to be encountered.
Perhaps this is more information than you wanted.