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.