The Swing Shift Shuffle is a radio program of swing, big band, jazz, boogie woogie and other popular music from the 1930's and 40's that airs every Wednesday from 6:00 to 8:00 p.m. (US Central Time) on WEVL 89.9 FM in Memphis, Tennessee, with a live webcast at wevl.org. In addition to the radio show, this blog is dedicated to all aspects of the Swing Era, including art, automobiles, cartoons, comics, history, movies, music, news, science, technology, and anything else that happened during that time. It also includes announcements about events in the Memphis/Mid-South area related to the Swing Era, such as classic movies, concerts, dances, lectures, etc. If you see something that fits the description, send it to me at tim@wevl.org. If you would like more information about the radio show, just go to the Radio Show FAQ page.

Thursday, January 3, 2013

Moxie "Horsepower"

According to the Hemmings blog, Moxie is one of the longest surviving carbonated soft drinks in the U.S., and it continues today, mostly in New England.  In the 1920's and 30's, Moxie commissioned a fleet of six "Moxie Mobiles," from which the bodywork was removed, and replaced with a statue of a stallion.  The driver worked the steering and other controls from the saddle.  The photo depicts a car commissioned by the company in 1928 on a LaSalle chassis.  Apparently, the term "moxie," meaning courage, daring and energy, originated from the advertising of this beverage. 
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