Alcohol Diplomacy, Gender and Power in the Late Seventeenth-Century Gold Coast Slaving Complex*

Abstract

Abstract Across the seventeenth and eighteenth centuries, Atlantic African leaders confronted new challenges as the European demand for captive African labour transformed the political economy of the region and the experience of living within it. Among a range of new and remodelled strategies designed to protect their polities, West African leaders used alcohol diplomacy to facilitate political alliance, cross-cultural communication and economic exchange. This article draws on warehouse registers, European travelogues and joint-stock company correspondence to uncover Queen Tituba of Agona (c.1638–1707) in her efforts to manage the English Royal African Company. By tracing her adroit use of alcohol, it reveals how West Africans repurposed English commodities to fit their own patterns of consumption and exchange. From funnelling diplomatic gifts of brandy into Akan-speaking political hierarchies to resolving disputes over rum, the queen drew on alcohol to fortify her rule against other coastal powers and navigate the demands of her own officials, subjects and enslaved labourers. She deployed alcohol in these ways despite, and because of, the pressures placed on her as a woman political leader. Essential to trade and ritual, yet morally fraught, Queen Tituba’s use of alcohol upended the European hierarchies of race and gender that consigned West African women to the status of commodity rather than recognized them as strategic consumers. Following alcohol offers a way of unravelling the intersection between gender, consumption and authority in a period when the trafficking of enslaved African peoples fundamentally transformed Atlantic political economy.