The King of Drinks: Schnapps Gin from Modernity to Tradition (African Social Studies Series, 18)

Using a focus on the trajectory of commoditisation of gin in West Africa, this book investigates how imported goods acquire specific local meanings. It shows that local consumers, not foreign advertisers, produced the importance of schnapps gin for African ritual Today, Imported Schnapps Has High Status Because Of Its Importance For African Ritual And As Symbol Of The Status Of Chiefs And Elders, But Actual Consumption Is Limited. This Book Explores This Unexpected Trajectory Of Commoditisation To Investigate How Imported Goods Acquire Specific Local Meanings. This Analysis Of Consumption And Marketing Of Gin Contributes To Our Understanding Of Patterns Of Consumption, Rejection And Appropriation Within Processes Of Identity Formation, Elite Formation, And The Redefinition Of Community In Colonial And Postcolonial West Africa.--jacket. Introduction : Foreign Imports, Local Meanings -- The Rise Of Gin -- Becoming The King Of Drinks -- 'bird Gin' And 'money Gin' : Brands And Marketing -- Poison Or Medicine? Changing Perceptions Of Dutch Gin -- 'your Very Good Health!' Gin For An Independent West Africa -- Schnapps Gin From Modernity To Tradition. By Dmitri Van Den Bersselaar. Includes Bibliographical References (p. [247]-258) And Index. Imported schnapps gin has a remarkable history in West Africa. Gin was imported in great quantities between 1880 and World War I, when its consumption showed access to the modern, international world. Subsequently schnapps was transformed into a good that signified traditional, local culture. Today, imported schnapps has high status because of its importance for African ritual and as symbol of the status of chiefs and elders, but actual consumption is limited. This book explores this unexpected trajectory of commoditisation to investigate how imported goods acquire specific local meanings. This analysis of consumption and marketing of gin contributes to our understanding of patterns of consumption, rejection and appropriation within processes of identity formation, elite formation, and the redefinition of community in colonial and postcolonial West Africa. Contents ......Page 6 List of illustrations......Page 8 Acknowledgements......Page 14 1. Introduction: foreign imports, local meanings......Page 16 2. The Rise of Gin......Page 50 3. Becoming the King of Drinks......Page 92 4. 'Bird gin' and 'money gin': brands and marketing......Page 126 5. Poison or medicine? Changing perceptions of Dutch gin......Page 170 6. 'Your very good health!' Gin for an independent West Africa......Page 210 7. Schnapps gin from modernity to tradition......Page 240 Bibliography......Page 262 Index......Page 274