LISBON — Moxie lovers are in for a groovy three days of celebrating Maine’s official soft drink with a 1960s and ’70s theme: 3 Days of Peace, Love & Moxie.

The beloved beverage bash has been officially extended to a full three days, July 7-9, in anticipation of Lisbon’s largest event of the year. The festival will feature food vendors, activities and events and live music following the theme.

Parks and Recreation Assistant Director Kate Madore said this is the first year the festival will have a set theme — and what better than retro. Retro has gained much enthusiasm in the community because it brings people back to a simpler time with good memories.

“It’s something we can all collaborate on and … it’s something we all wish for each other, and we’re here to celebrate it,” Madore said.

The festival will again feature Smokey’s Greater Shows for entertainment and will bring some big-name musicians. It will end late Sunday afternoon with Moxie-stock, a Woodstock-style concert at Beaver Park.

Fun and games aside, the festival is still about Maine’s official soft drink and it’s importance to Maine’s culture for over a century.

“There’s still something really unique about it, something a little bit challenging,” Madore said, “and I think that’s a good representation of Mainers. We’re unique. We’re hardworking. We’re a little bit challenging.”

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