Three Horses Beer
Madagascar's leading pale lager brand, brewed by STAR Madagascar and commonly known locally as THB.
Last updated August 31, 2026
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Overview
Three Horses Beer, usually abbreviated as THB, is a Malagasy pale lager brand brewed by STAR Madagascar. First produced in 1958, it became the best-selling beer in Madagascar and is widely regarded as an emblematic national product. The brand is sold throughout Madagascar and has also reached export markets with significant Malagasy or regional connections, including France, Réunion, Comoros, and Mayotte. The brand originated from STAR's effort to create a beer suited to local ingredients and conditions. STAR had been established in the 1950s by the French company Rochefortaise, initially to manufacture and distribute Coca-Cola in Madagascar. In 1957, a brewer was recruited to formulate a local beer. After testing numerous recipes across the island, the company selected a pilsener-style beer and began producing it at a new brewery in Antsirabe in 1958. The three-horse identity was associated with an existing Dutch beer label and with Antsirabe's historical connection to horse breeding. The label and the brand name subsequently became strongly associated with Malagasy beer culture. THB Pilsener remains the core product. It is a light-colored lager with a moderate body, restrained bitterness, and an alcohol content reported at 5.4% by volume. It is sold in returnable brown glass bottles, aluminum cans, and, since 2006, on draft at commercial establishments in Madagascar. The brown bottle has remained an important visual feature because it helps protect the beer from sunlight. STAR also produces related variants, including THB Fresh, a low-alcohol shandy with less than 1% alcohol; THB Special, with an alcohol content of 6.2%; and THB Lite, with approximately 1% alcohol. THB Fresh has periodically been offered in flavors such as lemon, mint, raspberry, and apple. Production takes place at STAR facilities in Antsirabe and Antsiranana. Antsirabe remains the historic center of the brand and benefits from water and agricultural conditions considered suitable for brewing. Ingredients are sourced in Madagascar, including barley from areas such as Betafo and Fianarantsoa, together with corn and hops from other regions. A network of farmers and malt producers in the Vakinankaratra region has supported local barley cultivation and malt production. STAR's distribution model combines factory supply with regional wholesalers and local vendors. The brand has also adapted its marketing to Madagascar's regulatory environment. During the period when alcohol advertising in television and print media was prohibited under President Marc Ravalomanana, STAR relied more heavily on music, sport, festivals, celebrity appearances, and brand-linked cultural events. THB has sponsored the national football championship, known as the THB Champions League, as well as beer festivals, touring music events, and performances by Malagasy artists. Its long-standing slogan, Soa Ny Fiarahantsika, translates approximately as “The Pleasure of Being Together.” In 2015, STAR introduced the additional slogan “THB eo foana e!” or “THB always!”, supported by a song and music video. The brand has received recognition at international beverage competitions, including gold medals in 1980, 2004, 2012, and 2016, as well as silver medals in 2010 and 2015 for THB Pilsener. THB Fresh received a gold medal in 2012. Infrastructure investment between 2009 and 2011 increased STAR's reported production capacity, while the company continued to face operational challenges from electricity shortages in Madagascar. Following corporate changes at STAR, Groupe Fraise sold the brewery to French brewer Castel in 2011. THB remains an active, nationally prominent beer brand.
History
STAR was created in Antananarivo in 1953 by Rochefortaise, initially as a company for the production and distribution of Coca-Cola in Madagascar. In 1957, the company recruited a brewer to develop a beer using ingredients available on the island. Seventeen recipes were reportedly developed and tested in different parts of Madagascar. The selected pilsener recipe became the foundation for Three Horses Beer, which entered production at STAR's newly established Antsirabe brewery in 1958. The brand's name and visual identity were influenced by a Dutch beer label bearing three horses. The imagery also resonated with Antsirabe's association with horse breeding. Over time, the three-horse label became a distinctive national symbol, while the brand's principal slogan, Soa Ny Fiarahantsika, connected the beer with friendship and shared social occasions. In 1968, STAR opened a second factory in Antsiranana to serve northern Madagascar. The facility produced THB as well as Coca-Cola and other carbonated beverages. STAR became partly state-owned in 1980. In 1989, Rochefortaise sold the company to Groupe Fraise, and STAR was fully privatized the following year. Castel acquired STAR from Groupe Fraise in 2011. THB's core product has remained THB Pilsener, a pale lager made primarily with malted barley, corn, hops, water, and yeast. Local agricultural supply has played an important role in the production system. Barley from the Vakinankaratra region and other Malagasy locations is processed into malt, while corn and hops are sourced from other parts of the island. The original Antsirabe site was selected partly because its water has relatively low levels of calcium and other minerals considered suitable for brewing. The company expanded packaging and distribution over time. THB was traditionally associated with returnable brown glass bottles, but canned production began at Antsirabe in 2005 after previously being manufactured in Mauritius. Cans helped support exports and were also introduced into the domestic market. THB became available on draft in Madagascar in 2006. STAR distributed the beer through regional wholesalers that supplied local retailers and hospitality businesses. STAR invested more than four million euros in factory improvements during the 2009–2011 period, including production-line refurbishment, improved mixers and belts, and a new bottle conveyor. These changes were reported to have increased production capacity by about 20 percent from the 2011 baseline. The company also received international quality and environmental recognition in the early 2010s. At the same time, recurring electricity shortages caused by Madagascar's strained power grid created production interruptions and raised operating costs. THB has maintained a particularly visible role in Malagasy popular culture. Alcohol advertising restrictions introduced under President Marc Ravalomanana limited conventional television and press advertising. STAR consequently emphasized sponsorships, music videos, public festivals, sports, and celebrity associations. THB has supported Madagascar's national football championship, marketed as the THB Champions League, as well as beer festivals and the THB Tour traveling music program. Malagasy performers including Jerry Marcoss, AmbondronA, Samoëla, Tsiliva, Tence Mena, and Jaojoby have been associated with THB promotional activity according to published accounts. The label was enlarged and brightened in 2005, and the packaging was substantially modernized in 2014. The updated mark retained the three horses but depicted them facing right, symbolizing a future-oriented identity. In 2015, STAR introduced “THB eo foana e!” alongside the historic slogan and supported it with a song by BIG MJ and Tambour Gasy. THB's commercial prominence has been reinforced by international beverage awards, including medals at competitions in Vienna and Monde Sélection. The brand remains active and is still described as Madagascar's leading beer.
- 2016
THB Pilsener receives another gold medal
[1]THB Pilsener wins gold at Monde Sélection de Bruxelles.
- 2015
New brand slogan introduced
[1]STAR promotes “THB eo foana e!” alongside the long-running “Soa Ny Fiarahantsika” slogan.
- 2014
Logo and packaging redesign
[1]The three-horse logo is modernized and extended to bottled THB packaging.
- 2012
THB receives multiple gold medals
[1]THB Pilsener and THB Fresh receive gold medals at Monde Sélection de Bruxelles.
- 2011
Capacity expansion and ownership change
[1]Factory investments raise reported capacity, while Castel acquires STAR from Groupe Fraise.
- 2008
First THB website launches
[1]STAR launches a dedicated website for the brand.
- 2005
Canned production and export expansion
[1]Canned THB production begins at Antsirabe, supporting exports and domestic canned distribution.
- 2004
THB wins gold at Monde Sélection
[1]THB receives a gold medal at the Monde Sélection de Bruxelles competition.
- 1980
First reported international beverage award
[1]THB receives a gold medal at the International Beverage Competitions in Vienna.
- 1968
Antsiranana brewery opens
[1]STAR opens a northern Madagascar factory producing THB and other beverages.
Products and positioning
A mass-market Malagasy beer positioned around national identity, conviviality, local production, music, sport, and cultural togetherness.
Pale lager · 1958
THB Pilsener
The original and most widely sold THB product is a light-colored pilsener-style lager with a medium body, thin head, balanced flavor, and mild bitterness. It is reported at 5.4% alcohol by volume. The beer is sold in 33 cl and 65 cl returnable brown glass bottles, 33 cl and 50 cl aluminum cans, and on draft in Madagascar. Its core recipe uses malted barley, corn, hops, water, and yeast, with important inputs sourced from Malagasy agriculture.
Shandy
THB Fresh
THB Fresh is a low-alcohol shandy, locally described as a panaché, with less than 1% alcohol. It has principally been associated with a lemon flavor and is sold in 65 cl glass bottles. Other flavors, including mint, raspberry, and apple, have been offered temporarily. Its low alcohol content also made the product useful in brand communication during periods when advertising alcoholic beverages was restricted.
Strong lager
THB Special
THB Special is a higher-strength variation of the core beer, reported at 6.2% alcohol by volume. It uses specialty malts and a modified version of the original THB brewing approach to provide a stronger product within the brand family.
Low-alcohol beer
THB Lite
THB Lite is a reduced-alcohol beer reported at approximately 1% alcohol by volume. It extends the THB range toward consumers seeking a lighter alcoholic beverage while retaining the brand identity and packaging system.
Marketing campaigns
- 2015THB eo foana e!
Madagascar
For the 55th anniversary of Madagascar's independence, STAR introduced “THB eo foana e!” (“THB always!”) alongside the established “Soa Ny Fiarahantsika” message. The campaign used a song written and performed by BIG MJ and Tambour Gasy and an accompanying music video.
Outcome. The campaign presented THB as a dependable part of Malagasy life and national celebration.
- THB Champions League sponsorship
Madagascar
THB sponsors Madagascar's national football championship, linking the beer with the country's most visible national sporting competition.
Outcome. The sponsorship reinforced THB's association with national culture and mass public events.
- THB Tour
Madagascar
STAR uses a traveling music festival and tours featuring Malagasy performers to promote THB through live entertainment and regional cultural events.
Outcome. The program positioned THB as a supporter of Malagasy music and popular culture.
- THB fête de la bière
Madagascar
The annual THB beer festival provides a branded public occasion centered on music, socializing, and beer consumption.
Outcome. The festival strengthened the brand's convivial and community-oriented positioning.
Brand decisions
2014
Refresh the THB visual identityGeneration changeBackground
The brand had used a recognizable three-horse label for decades, but its packaging and logo evolved as the product expanded across bottles and cans.
Action taken
STAR introduced a redesigned mark with three stylized white horses facing right and extended the updated identity to 33 cl bottled THB.
Aftermath
The redesign retained the established red color and equine symbol while giving the brand a more contemporary, forward-looking presentation.
2011
Upgrade STAR brewing infrastructureStrategyBackground
STAR sought to improve brewery performance and expand output despite infrastructure constraints, including recurring electricity interruptions.
Action taken
The company refurbished production equipment, installed higher-performing mixers and belts, and added a new bottle conveyor system.
Aftermath
Reported production capacity increased by approximately 20% from 2011, while quality and environmental standards received external recognition.
Infrastructure investment. More than €4 million invested during 2009–2011 (2009–2011)
2011
Castel acquires STAR BreweriesM&ABackground
Groupe Fraise had owned STAR after Rochefortaise sold the brewery in 1989 and the company became fully privatized in 1990.
Action taken
Groupe Fraise sold STAR Breweries to French brewer Castel.
Aftermath
THB became part of the Castel group's beverage portfolio in Madagascar.
2005
Move canned THB production to MadagascarStrategyBackground
Canned THB had previously been produced in Mauritius, while exports were increasingly important in markets with Malagasy expatriate communities.
Action taken
STAR began producing THB cans at the Antsirabe brewery and made the format available in Madagascar as well as export destinations.
Aftermath
The change expanded packaging flexibility and supported distribution to France, Réunion, Comoros, and Mayotte.
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