Abstract

Socio-cultural changes in the pattern of development of a group of people often occur when there is an introduction of foreign cultures. The annexation of Gold Coast brought the Asante Empire under British rule, and from the beginning of the twentieth century Gold Coast witnessed a total transformation of the economy from it subsistence nature to a cash economy. Economic changes associated with diversification and rapid expansion of Gold Coast export mitigated for a demand in labour force. However, the research focused on the people of Kumasi and using the Winick theory of alcohol dependency sought to unveil the socio-cultural changes that occurred within the period under review. Furthermore, with the use of qualitative narrative, interviews, secondary and primary data, the research was undertaken and findings revealed some changes in customs, values, and lifestyle of individuals in the community. It further indicated the role played by colonial influence and administration’s reliance on imported alcohol coupled with the introduction of a new kind of local gin (akpeteshie). It was also discovered that, European influence contributed greatly to changes that occurred in the social and cultural uses of distilled liquor in Kumasi. European liquor came to be identified with modernity and European lifestyle. Furthermore, the introduction of railway transport, road transport and creation of urbanization by colonial government policies promoted a new form of social drinking notable among the youth which was devoid of any form of restrain by elders and chiefs. In addition, there was the emergence of social classes who appreciated the European way of life and drinking because it depicted prestige wealth. On the other hand, the emergence of akpeteshie promoted social disorder and the decline in palm wine.