I drove through Lisbon Falls over the weekend. One week out from the town’s crowning celebration, the place looked like a ghost town. Save for a couple of banners strung up over Route 196, Lisbon Falls looked nothing like a place where 20,000+ people will flock to in order to celebrate a distinctly different New England soft drink called Moxie.

Moxie’s been on my mind the past few weeks as it often is during July, when Lisbon Falls again assumes its place as the epicenter of the Moxie universe for one weekend. Then, it will go back to being a community in obvious decline, much like it has for the past 30 years that Moxie’s been connected to the place. Continue reading →