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Accepted Paper:
“Keeps you fit and healthy”: schnapps gin in West Africa, 1945-70
Dmitri Van den Bersselaar
(Universität Leipzig)
Paper long abstract:
From the 1880s until World War II, temperance movements and anti-liquor trade campaigners were successful in depicting imported schnapps gins as unhealthy and poisonous liquors. In contrast to this, post World-War II advertising in West Africa positions schnapps gin as a healthy drink, enjoyed by successful, healthy and happy middle-class males. The paper analyses the marketing of the Henkes and Capstan brands of schnapps gin in the light of African consumer responses to these claims.