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Maine’s divisive, nineteenth-century soft drink is flavored with gentian root and sold almost nowhere else in the country. It is often described politely as “an acquired taste,” but legions of the syrupy beverage’s fans gather in July for recipe contests, the state’s largest parade, and a high-fructose chugging competition that’s slightly reminiscent of a traffic accident—you can’t look away.

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Moxie Festival

Maine’s divisive, nineteenth-century soft drink is flavored with gentian root and sold almost nowhere else in the country. It is often described politely as “an acquired taste,” but legions of the syrupy beverage’s fans gather in July for recipe contests, the state’s largest parade, and a high-fructose chugging competition that’s slightly reminiscent of a traffic accident—you can’t look away.