Every July, tens of thousands of aficionados descend upon the small town of Lisbon Falls, in central Maine, to celebrate a drink called Moxie. Like he did with his first book, When Towns Had Teams, Jim Baumer takes a subject like Moxie, and places it uniquely in its regional context.

While Moxie has been around for over 100 years, Baumer is the first writer to distill the essence of the phenomenon, and the fervor the drink generates, particularly in New England. The book’s first chapter captures Moxie’s extensive history, dispels some of the myths, and explains the drink’s geographical roots, all in less than 5,000 words. That chapter alone is worth owning the book for.