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Chapter Summary

This front matter section of the book The King of Drinks: Schnapps Gin from Modernity to Tradition contains the table of contents, a list of illustrations and acknowledgements. The book explores the rise of gin during the nineteenth century, focusing on how the trade in gin was organised, and on how the remarkable increase of gin imports from the middle of the nineteenth century can be explained. It focuses on the complex interaction between African public opinion, the various levels of colonial administration, and the anti-liquor trade movement in Britain and among mission circles in West Africa. The book examines how gin producers changed their marketing strategies to respond to the opportunities provided by rising incomes for West Africans, and by the expectation that independence would be experienced through consumption. It finally discusses the position of Hollands gin since the 1960s in relation to locally produced gin and other drinks.

Keywords: anti-liquor trade movement; Britain; Hollands gin; marketing strategies; Schnapps gin; West Africans

10.1163/ej.9789004160910.i-270.2
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