Maybe Moxie does little to assuage nervousness, insomnia or softening of the brain, as it was once touted to do when it hit the market as a patent medicine in the late 19th century.

But it does make a nice mustard fusion.

Moxie mustard — along with Moxie pulled pork and hot dogs — will be served up at the Sabattus River boat launch following next Sunday’s Chief Worumbo Androscoggin River Race. The river race caps a weekend of events during the annual Moxie Festival in Lisbon Falls. It’s a festival dedicated to the unique soft drink and the people who continue to love it.

“Moxie is totally unique … it is something people associate with Maine,” said Moxie Festival Committee member Debra Wagner. “It’s our state soda, and I think, for a lot of Mainers, there’s a lot of nostalgia and familiarity associated with it.”

Known to be an acquired taste, Moxie isn’t a drink for everyone. But for those who appreciate the stuff, the Moxie Festival is the time to revel in Moxie pride. “It’s all Moxie, all the time,” said Wagner.

The festival begins Friday evening with performances at the Midtown Plaza (Route 196) from Alma-Lea Dance Studio, Rick Graham Band and Fire Poi Juggling Troupe. There is also a turkey supper at the Lisbon Falls Masonic Hall (Route 196) and a book sale at the MTM Center (School Street). A fireworks display lights up the sky over Midtown Plaza starting at 9:15 p.m.

Throughout the three-day event, the Spirit of the Wolf Pow Wow will run behind Lisbon High School (Route 196).

On Saturday, the starting gun goes off at 7:30 a.m. for the Moxie 5K road race, which starts behind the Xtra Mart on Frost Hill Avenue.

The Moxie Festival Parade — featuring more than 100 participants and an array of floats, plus the New England Moxie Congress in full force with antique Moxie cars — begins at 10 a.m. on Capitol Avenue. Wagner said the parade is a can’t-miss for festival attendees. “It’s small town, very Maine and unique. Our theme this year is ‘Moxie … it’s Maine in a bottle.’“

The Moxie cars will be on display following the parade in the Crosman Funeral Home parking lot (40 Main St.).

Music hits the stage at the MTM Center Pavilion at 11:30 a.m. with the Half Moon Jug Band, and a chicken barbecue runs from 11 a.m. to 4 p.m. under the tent on Main Street.

Moxie chefs can enter their own concoctions into the Moxie Recipe Contest (registration is required by 11 a.m. at the Main Street stage) for official judging at 1 p.m.

Five competitors drink their way to Moxie glory during the Moxie Chug N Challenge at the Moxie Store (Main Street and Route 196) at 2 p.m. The contestants will compete to see who can chug the most cans of Moxie in a two-minute period. The winner walks away with a 12-pack of Moxie and the title of Chug N Challenge Champion.

The Moxie Store (otherwise known as Kennebec Fruit Co.) is also the ideal place to scoop up plenty of Moxie memorabilia, from “I’ve got Moxie” shirts and hats to Moxie socks, neckties and Christmas ornaments. Owner Frank Anicetti also churns out Moxie Ice Cream, which you can enjoy on a cone or in a Moxie float.

Food vendors, including several local organizations, will be selling festival grub throughout the weekend. The festival staples are sure to be there, but Wagner said there will also be various Moxie recipes to try, notably the Moxie pulled pork.

There is also a butterfly and insect museum tour from 2 to 4 p.m. at Maine Glass Art Studio (Main Street), fireman’s muster from 2 to 4 p.m. on upper Main Street, guitar workshop from 12:30 to 1:30 p.m. at Dube’s Music in Midtown Plaza and a penny scramble from 2 to 2:30 p.m. at the MTM Center.

“All day long there’s family fun, balloon twisters, magicians, bouncy houses and face painting,” said Wagner. “And a number of the kids’ activities are free.”

The MTM Center on School Street has become a family center during the festival, with music and fun activities for the kids, though there are still plenty of activities happening on Main Street.

Sunday’s Chief Worumbo Androscoggin River Race is a family-friendly, six-mile cruise of the river, including some easy class II rapids. Registration costs $20 per adult and $15 per child in advance (register online at www.androscoggin landtrust.org) or $25 per adult the day of the event.

At the finish line, race participants and spectators can savor some Moxie pulled pork and hot dogs with Moxie mustard — and even wash it down with a can of the classic cola.

Moxie may not cure all that ails you, but it sure will bring back memories.

And for folks who’ve never tried the stuff, there’s no better place to start acquiring the taste.

Staff Writer Shannon Bryan can be contacted at 791-6333 or at:

sbryan@mainetoday.com