August 28. 2018 4:27PM

Bedford bottler sells Moxie brand to Coca-Cola

By ANNE RILEY MOFFAT
Bloomberg


Coca-Cola Co. will buy New England cult-favorite soda brand Moxie from one of its independent bottlers as it looks to house more of its up-and-coming beverage brands under one roof.

The soda giant, which recently completed the refranchising of its bottling operations in North America, has inked a deal to purchase Moxie from Bedford-based Coca-Cola of Northern New England for an undisclosed amount. The independent bottler will continue to produce and bottle the fan favorite, and the distribution footprint won’t change under the new ownership.

“Moxie is a great brand with a great heritage,” Coke said in an emailed statement. This bottler “has been a strong steward of the brand over the last decade and we take seriously our responsibility to ensure it stays true to its northeastern roots.”

The Associated Press reported on the acquisition earlier.

Cornucopia Beverages, a unit of Bedford-based Coca-Cola Bottling Company of Northern New England Inc., acquired the Moxie brand from Atlanta-based Monarch Beverage Co. in 2007. Cornucopia previously bottled Moxie under license from Monarch.

“There’s really nothing to compare it to. It’s not a cola, and it’s not a root beer; it’s its own little niche,” Moxie brand manager Justin Conroy told the Union Leader.