In this July 14, 2012, file photo Ashley Fish of Lewiston guzzles a can of Moxie during the annual "Chugging Challenge" at the Moxie Festival in Lisbon Falls. The contest decides who can drink the most cans of Moxie, Maine's official soft drink, in 2 minutes. Credit: Troy R. Bennett / BDN

The Moxie Festival kicks off Friday.

Each year, the town of Lisbon celebrates the distinctive bubbly drink with fireworks, a car show, a 5K road race for charity and even a Moxie chugging contest.

Organizers are hoping for attendance to return to pre-pandemic levels, with as many as 20,000 visitors expected for the festival this year.

The festival runs through Sunday.