Three Horses Beer

Three Horses Beer (THB) has been a cherished pale lager in Madagascar since 1958, produced by Star Breweries. As the nation's top-selling beer, it has also found markets in France, Réunion Island, the Comoros, and Mayotte. The most popular variant is THB Pilsener, celebrated for its light, refreshing taste crafted from local barley, corn, and hops. In addition, Star Breweries offers other varieties including THB Fresh, THB Special, and THB Lite.

Since 2011, Star Breweries has increased its production by 20% through substantial investments in enhanced infrastructure. Despite the ban on alcohol advertising in Madagascar's media, they have devised innovative promotional strategies. They sponsor sporting events such as the THB Champions League and music festivals to raise brand awareness.

THB is more than just a beer; it is a symbol of Malagasy pride and has earned several international awards. The brewing process occurs in two breweries in Madagascar, utilizing locally sourced ingredients. The process involves barley, corn, water, hops, and a special yeast used for fermentation. After brewing, the beer is bottled, pasteurized, and distributed to wholesalers.

The distribution network for THB comprises regional wholesalers, with international exports as well. To market their beer, they leverage celebrity endorsements, music videos, and event sponsorships. Over the years, THB's branding and labeling have evolved, notably with a significant redesign in 2014 and the introduction of a new slogan in 2015. The beer is widely regarded as a promoter of Malagasy culture and identity.

To sustain its momentum, Star Breweries has launched various marketing campaigns and established a website to further promote THB.