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56-473: Three Horses Beer (better known locally as THB ) is a pale lager that has been brewed by Star Breweries of Madagascar since 1958. It is the highest-selling beer in Madagascar and has been described as emblematic of the country. THB is sold nationwide and, since 2005, has been exported to such markets as France, Reunion Island , Comoros, and Mayotte. The Malagasy beer is produced at two breweries in Madagascar,

112-412: A Diätbier could contain no more than 7.5 g of unfermented carbohydrates per liter (a typical lager contains 30-40 g/L), and the alcohol content could not exceed normal levels (5% ABV). Pale lagers that exceed an abv of around 5.8% are variously termed bock , malt liquor /super strength lager, Oktoberfestbier / Märzen , or European strong lager. Bock is a strong lager which has origins in

168-467: A clara is typically any mixture of beer with a sweet-tasting carbonated soft drink (in order to reduce the bitterness of the hops). The addition of soda lightens the color of the beer, hence its name (clara means "clear" in Spanish). It is usually served as a refreshment in the hot summer months, being a very popular drink. Other regions have different names for the mixture, and there is a debate over whether

224-422: A shandy (locally called panaché ), with less than 1% alcohol. It is only sold in 65 centilitres (23 imp fl oz; 22 US fl oz) glass bottles. The original Fresh shandy, which has a lemon taste, has also temporarily been offered in several other flavors, including mint, raspberry, and apple. Other variants include THB Special, with 6.2% alcohol, and THB Lite, a low alcohol beer (1%). THB

280-440: A 0,5% alcohol drink popular as a children's drink during the 70s, as not >0.5% was officially seen as non-alcoholic. The classic Radler, known from Germany, and since a decade or so also sold as pre-mixed drinks in increasing popularity by most large Dutch beer brewers in increasing variants. In Bavaria , the southeastern state of Germany , as well as in the countryside of Austria, a mix of 50% Weißbier and 50% lemonade

336-615: A 20% increase in production since 2011. After advertising alcohol in the media was banned under former President of Madagascar Marc Ravalomanana , Star Breweries has increasingly promoted THB through unconventional means. These have included sponsoring the THB Champions League , Madagascar's national football championship, and holding annual beer festivals. In addition, THB is a regular sponsor of local musicians through major annual festivals and tours. Star Breweries has also hired musicians to perform in music videos created to promote

392-610: A city in western Bohemia in what is now the Czech Republic . The first known example of a golden lager, Pilsner Urquell , was brewed there by Josef Groll . This beer proved so successful that other breweries followed the trend, using the name Pilsner . Breweries now use the terms "lager" and "Pilsner" interchangeably, though pale lagers from the Czech Republic and Germany categorized as pilsner tend to have more evident noble hop aroma and dry finish than other pale lagers. With

448-472: A drink called Radlermass ('cyclist litre') that was created by innkeeper Franz Kugler in the small town of Deisenhofen, just outside Munich. During the great cycling boom of the Roaring Twenties , Kugler created a bicycle trail from Munich through the woods that led directly to his drinking establishment. While the term Radler has been widely attributed to Kugler, the combination of beer and soft drink

504-621: A factory in Antsiranana to produce and distribute THB, Coca-Cola, and other carbonated beverages throughout the island's northern region. In 1980, Star Breweries became partly state-owned; in 1989, Rochefortaise sold Star Breweries to Groupe Fraise, and the company obtained fully privatized status one year later. In 2005, the production of THB in cans began at the Star brewery in Antsirabe . In 2011 Groupe Fraise sold Star Breweries to French brewer Castel. In

560-485: A gold medal at the same competition in 2012, and the silver medal in 2015. THB Fresh also won a gold medal at the Monde Sélection de Bruxelles in 2012. More recently, THB Pilsner won another gold medal in 2016 at the "Monde Selection de Bruxelles". THB Pilsener, the oldest and most popular THB beer, is a 5.4% abv pale lager light in color with a medium body, thin head, and balanced, mildly bitter flavor. THB Pilsener

616-469: A lager top is a lager with a dash of lemonade on top, the latter of which reduces the lager's hardness. In France, Switzerland and parts of Italy, a mix of beer and soda ( Sprite ) is called a Panaché. This name was also adopted in Portugal due to the influence of French culture in the area. In France, a 50/50 mix of lager and carbonated lemonade with a dash of Grenadine is called a Monaco . In Spain,

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672-520: A local inclination to use low levels of hops, and an abv in the range 4.7% to 5.4%; Munich breweries which produce such pale lagers include Löwenbräu , Staatliches Hofbräuhaus in München , Augustiner Bräu , Paulaner , and Hacker-Pschorr , with Spaten-Franziskaner-Bräu producing a 5.2% abv pale lager called Spaten Münchner Hell . The earliest known brewing of pale lager in the United States

728-522: A lower ABV for the finished drink. Shandies are popular in Europe, Australia, New Zealand, South Africa , the Caribbean, and Canada. In some jurisdictions , the low alcohol content of shandies exempts them from laws governing the sale of alcoholic beverages . The debated origin of the term (recorded first in 1888) is shortened from shandygaff , from Britain in 1853 and itself of obscure source. Shandy

784-428: A network of regional wholesalers who provide the product to local vendors. Orders are typically sent to the factories weekly and are filled within two weeks. In 2005 Star Breweries shifted manufacturing of THB in aluminum cans from Mauritius to Antsirabe to export the beer to international markets with high Malagasy expatriate populations, including France, Reunion Island , Comoros and Mayotte . All exported THB beer

840-441: A new campaign to promote the beer. The company announced a new slogan, "THB eo foana e!" (THB always!) to be promoted alongside its historic slogan. A song by the same name, written and performed by BIG MJ and the group Tambour Gasy, and an accompanying music video, will promote the beer and the new slogan. Pale lager In the mid-19th century, Gabriel Sedlmayr took British pale ale brewing and malt making techniques back to

896-531: Is a popular drink in UK and is usually ordered as either "bitter shandy" (50/50 bitter beer and fizzy clear lemonade) or "lager shandy" in which lager is substituted for the ale. Radler ( German: [ˈʁaːdlɐ] , lit. German for 'cyclist') has a long history in German-speaking regions. It commonly consists of a 50:50 mixture of beer and a lemon-flavoured soft drink. The term Radler originates with

952-629: Is a traditional German pale lager, produced chiefly in Southern Germany , particularly Munich . The German word hell can be translated as "bright", "light", or "pale". In 1894, the Spaten Brewery in Munich noticed the commercial success of the pale lagers Pilsner and Dortmunder Export ; Spaten utilized the methods that Sedlmayr had brought home over 50 years earlier to produce their own pale lager they named helles in order to distinguish it from

1008-705: Is an American term referring to a strong pale lager brewed to an unnaturally high alcohol content through the addition of such high-carbohydrate adjuncts as corn, rice, and sugar. In the UK, similarly made beverages are called super-strength lager. Oktoberfest is a German festival dating from 1810, and Oktoberfestbiers are the beers that have been served at the festival since 1818, and are supplied by six breweries: Spaten , Löwenbräu , Augustiner-Bräu , Hofbräu-München , Paulaner and Hacker-Pschorr . Traditionally Oktoberfestbiers were lagers of around 5.5 to 6 abv called Märzen , brewed in March and allowed to ferment slowly during

1064-435: Is called a "Russ". There are three different theories about the origin of this name: A Shandygaff is an older British name for beer mixed with ginger beer or ginger ale ; the earliest written record of the word dates back to 1853. In H. G. Wells ’ comic novel The History of Mr Polly , Wells refers to Shandygaff as "two bottles of beer mixed with ginger beer in a round-bellied jug". In England, Wales and Scotland,

1120-593: Is classified as a lager), West End, Swan, and Foster's Lager , are Australian lagers. An Australian lager with an amber hue and slightly bitter flavour typically brewed with Pride of Ringwood hops or its descendants. The term "dry beer" has varied with time and region - and still does. Though the term was not yet used, the first dry beer, Gablinger's Diet Beer , was released in 1967, developed by Joseph Owades at Rheingold Breweries in Brooklyn. Owades developed an enzyme that could further break down starches, so that

1176-439: Is collected to produce soft drinks and other carbonated beverages at the factory. The beer is allowed to rest in vats for several more days before being filtered once more and then bottled and pasteurized at 62 degrees Celsius for three minutes. The automated bottling process yields THB crates ready for shipment to regional wholesale distribution points. Star Breweries invested over four million euros into improving its factories in

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1232-585: Is documented in texts dating from 1912. Radler is consumed not only in Bavaria , but also in other parts of Germany, Austria, Czechia, Hungary, Italy, Slovakia, Slovenia, Croatia, Serbia, Poland, Portugal, Netherlands, Norway, Bulgaria, the United States, Canada, and Romania. In northern Germany, a half-and-half mix of Pilsner beer and soft drink is known as an Alster (short for Alsterwasser , German: [ˈalstɐˌvasɐ] , German for 'water from

1288-404: Is heated in a vat for around two hours to support fermentation. The product is filtered and then heated to 100 degrees Celsius to concentrate and sterilize it. The beer is then decanted and cooled at 10 degrees Celsius for an hour. Finally, a type of mushroom is added as a leavening and fermenting agent; the beer is allowed to ferment for a full week, and excess carbon dioxide produced by the process

1344-445: Is low in calcium and other minerals, lending itself well to beer production. Ingredients for the production of THB are sourced throughout the island. Barley grown in nearby Betafo and Fianarantsoa is blended with corn and hops from Toliara to produce the beer. Over 2,500 tonnes of malt and 3,500 tonnes of corn are grown annually in the surrounding Vakinankaratra region for the production of THB. The MALTO collective of 7,000 farmers

1400-439: Is now called Dunkel beer or the stronger variety, bock beer. This technique was applied by Josef Groll in the city of Pilsen , Bohemia , Austria-Hungary , (now Czech Republic ) using less-roasted grains, resulting in the first pale lager Pilsner Urquell in 1842. The new recipe of the improved lager beer spread quickly over Europe. In particular Sedlmayr's friend Anton Dreher adopted new kilning techniques that enabled

1456-564: Is produced in two breweries in Madagascar: the original brewery, located in Antsirabe, and a second in Antsiranana. Since its inception, THB has been sold in glass bottles tinted brown to protect the contents from the ultraviolet rays of the sun. The Antsirabe factory produces 100 million bottles and 100,000 cans of THB per year. Antsirabe was selected for the original brewery because the water there

1512-519: Is sold in two sizes of returnable brown bottles: 33 centilitres (12 imp fl oz; 11 US fl oz) and 65 centilitres (23 imp fl oz; 22 US fl oz). The pilsener is also sold in 33 centilitres (12 imp fl oz; 11 US fl oz) and 50 centilitres (18 imp fl oz; 17 US fl oz) aluminum cans, and has been available on tap at commercial establishments in Madagascar since 2006. Star Breweries also produces THB Fresh,

1568-566: The Alster ', a river in Hamburg). Regionally the Radler and Alster may refer to shandies made with either citrus or orange flavoured softdrinks, with the two terms either contrasting or referring to the same drink. In Austria, a saure Radler is a mix of lager and soda water. In Austria, a variant, sometimes called Almradler, is popular, using Almdudler instead of lemonade. Radler is very popular during

1624-572: The Hanseatic town of Einbeck in Germany. The name is a corruption of the medieval German brewing town of Einbeck, but also means billy goat (buck) in German. The original bocks were dark beers, brewed from highly roasted malts . Modern bocks can be dark, amber or pale in color. Bock was traditionally brewed for special occasions, often religious festivals such as Christmas , Easter or Lent . Malt liquor

1680-536: The Spaten Brewery in Germany and applied them to existing lagering methods. The resulting beers gradually spread around the globe to become the most common form of beer consumed in the world today. Bavarian brewers in the sixteenth century were required by law to brew beer only during the cooler months of the year. In order to have beer available during the hot summer months, beers would be stored (lagered) in caves and stone cellars, often under blocks of ice. In

1736-443: The 2009-11 period, resulting in a 20% increase in production capacity. These improvements included refurbishing the production line equipment, including higher-performing mixers and belts and a new bottle conveyor system. The Coca-Cola Company issued international HACCP certification to Star Breweries in 2010, confirming its adherence to international quality standards in beverage production. In 2011, Coca-Cola also awarded Star Breweries

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1792-519: The Gold Medal among 27 competing African countries for the company's standards of quality and environmental protection in the production of its beer and other beverages. Frequent brownouts resulting from the overtaxed national power grid produce power cuts to the THB breweries that have negatively affected the volume and cost-effectiveness of production since the early 2000s. Star Breweries distributes THB through

1848-461: The Malagasy market, THB Pilsener remains the most popular Malagasy brand of beer and the most popular of any brand of beer sold in Madagascar. It is estimated that four liters per person are sold each year in Madagascar. THB has been described as an "emblem" of the country and a "national symbol". One Malagasy journalist described THB as symbolic of Fihavanana Malagasy , a cultural value that emphasizes

1904-489: The Netherlands and shipped to Madagascar before eventually being produced on the local market; THB coasters continue to be produced in Europe. The bottle's color, shape, and label have changed over time. In 2005, the label was enlarged, and the colors brightened. The band around the neck of the bottle was also broadened with the addition of the image of a medal in honor of the beer's first international award in 2004. A new logo

1960-423: The THB fête de la bière (beer festival). Three Horses Beer sponsors the THB Champions League , the national football championship. Many popular musical artists have advertised THB, including superstars Jerry Marcoss , AmbondronA , Samoëla , Tsiliva , Tence Mena and Jaojoby . THB launched its first website in 2008. In 2015, in honor of the 55th anniversary of national independence, Star Breweries launched

2016-561: The United States. Oktoberfestbier is a registered trademark of the big six Munich breweries, which call themselves the Club of Munich Brewers. Along with other Munich beer, it is protected by the European Union as a Protected Geographical Indication (PGI). Notes Bibliography Shandy Shandy is beer or cider mixed with a lemon flavoured beverage, often lemonade , usually half lemonade and half beer or cider, resulting in

2072-554: The beer to be targeted to diabetics due to its lower carbohydrate content. Because the available sugars are fully fermented, dry beers often have a higher alcohol content, which, if desired, may be reduced in the same manner as low-alcohol beers . Since the 2012 revisions to the Diätverordnung  [ de ] (Ordinance on Dietetic Foodstuffs), it is no longer permitted to label beer as "Diät" in Germany, but it may be advertised as "suitable for diabetics". Prior to this change,

2128-634: The beer. In 2014 the THB label was significantly redesigned, and in 2015, a new slogan, "THB eo foana e!" ("THB always!"), was promoted alongside the beer's longstanding trademark Soa Ny Fiarahantsika ("The Pleasure of Being Together"). Malagasy musical stars and other public figures regularly promote the beer. In 1953 the French company Rochefortaise launched Société Tananarivienne d'Articles Réfrigérés (STAR) (Antananarivo Company of Refrigerated Products) and its associated factory in Antananarivo , Madagascar, for

2184-463: The body of the beer. Depending on style, pale lagers typically contain 4-6% alcohol by volume . Pale lager was developed in the mid 19th-century, when Gabriel Sedlmayr took some British pale ale brewing techniques back to the Spaten Brewery in Germany, and started to modernize continental brewing methods. In 1842, a new modern lager brewery Měšťanský pivovar was built in Plzeň ( German : Pilsen ),

2240-484: The darker, sweeter Dunkelbier or dunkles Bier ("dark beers") from that region. Initially other Munich breweries were reluctant to brew pale-coloured beer, though, as the popularity of pale beers grew, so other breweries in Munich and Bavaria gradually began brewing pale lager either using the name hell or Pils . Pale lagers termed helles , hell , Pils or gold remain popular in Munich and Bavaria, with

2296-475: The exclusive production and distribution of Coca-Cola in Madagascar. In 1957, a brewer was recruited to develop a local beer. After developing 17 different recipes, he travelled throughout the island to test each one using primarily local ingredients; the best of these was a pilsener chosen as the recipe to be produced at a Star brewery to be established in Antsirabe . The company first began producing Three Horses Beer (THB) in 1958. In 1968, Star Breweries opened

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2352-571: The finished product contained fewer residual carbohydrates and was lower in food energy . A marketing term for a fully attenuated pale lager, originally used in Japan by Asahi Breweries in 1987, "karakuchi" ( 辛口 , dry ) , was taken up by the American brewer Anheuser-Busch in 1988 as "dry beer" for the Michelob brand, Michelob Dry . This was followed by other "dry beer" brands such as Bud Dry , though

2408-475: The first centrally located in Antsirabe and the other in the northern city of Antsiranana . THB Pilsener, the most common variant of THB, has a light taste and is produced from mostly local barley , corn , and hops . Star Breweries also produces THB Fresh (a shandy with less than 1% alcohol), THB Special (6.2% alcohol), and THB Lite (1% alcohol). Recent investments in Star Brewery infrastructure have allowed

2464-587: The importance of brotherhood and friendship. THB won its first international award in 1980 with a gold medal at the International Beverage Competitions in Vienna. Then later in 2004, came another gold medal at the Monde Sélection de Bruxelles (International Beverage Competition in Brussels, Belgium). In 2010, THB Pilsener was again recognized at this event, receiving the silver medal. THB Pilsener won

2520-438: The marketing concept was not considered a success. In Australia, the term "Dry" is used for beers that are lower in carbohydrates. While all lagers are well attenuated , a more fully fermented (i.e. "dry") pale lager in Germany goes by the name Diät-Pils or Diätbier  [ de ] . "Diet" in the instance not referring to being "light" in calories or body, rather its sugars are fully fermented into alcohol, allowing

2576-470: The original label for THB, Star Breweries opted to copy an existing label for a Dutch beer brand called The Holland Beer, which featured the image of three horses. This was done partly because of the association between Antsirabe and its history of horse breeding; the brand took the name Three Horses Beer based on this design. The label also features the brand's slogan, Soa Ny Fiarahantsika ("The Pleasure of Being Together"). The labels were originally printed in

2632-514: The period 1820–1830, a brewer named Gabriel Sedlmayr II the Younger, whose family was running the Spaten Brewery in Bavaria, went around Europe to improve his brewing skills. When he returned, he used what he had learned to get a more stable and consistent lager beer. The Bavarian lager was still different from the widely known modern lager; due to the use of dark malts it was quite dark, representing what

2688-469: The success of Pilsen's golden beer, the town of Dortmund in Germany started brewing pale lager in 1873. As Dortmund was a major brewing center, and the town breweries grouped together to export the beer beyond the town, the brand name Dortmunder Export became known. Today, breweries in Denmark, the Netherlands, and North America also brew pale lagers labelled as Dortmunder Export. " Helles " or " hell "

2744-487: The summer months due to its low alcohol content and reputation for being a "thirst-quencher". In New Zealand, the word "radler" was trademarked by DB Breweries for their "Monteith's Radler " beer, which is a citrus-flavoured, full-strength (5%) beer. This has led to some brewers to use the names "reldar" ( Radler spelled backwards) and "Cyclist" (the literal meaning of Radler ). In the Netherlands, shandy and Radler are largely seen as two different drinks, shandy being

2800-484: The summer months. Originally these would have been dark lagers , but from 1872 a strong March brewed version of an amber-red Vienna lager made by Josef Sedlmayr became the favorite Oktoberfestbier. Despite its origins, the color of Märzen - and thus Oktoberfestbier - has become ever lighter since the late 20th century, with many Oktoberfest beers brewed in Munich since 1990 being golden in color; though some Munich brewers still produce darker versions, mostly for export to

2856-562: The use of lighter malts to improve the Viennese beer in 1840–1841, creating a rich amber-red colored Vienna-style lager. Pale lagers tend to be dry, lean, clean-tasting and crisp. Flavors may be subtle, with no traditional beer ingredient dominating the others. Hop character (bitterness, flavor, and aroma) ranges from negligible to a dry bitterness from noble hops . The main ingredients are water, Pilsner malt and noble hops, though some brewers use adjuncts such as rice or corn to lighten

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2912-426: Was adopted for the canned THB before being expanded in 2014 to the 33 cl bottled THB. The new logo features three stylized, outlined white horses, now facing right to represent a focus on the future. Red remains the predominant color. Advertising alcohol on television and in the press was outlawed under Marc Ravalomanana. To maximize the brand recognition of THB, the company altered the label for its Fresh shandy, which

2968-519: Was exempt from this ban due to its low alcohol content, to match the THB Pilsener design but using a green background instead of the pilsener's red. The pilsener is advertised in various non-traditional ways, such as celebrity promotion in music videos and music and sporting event sponsorship. THB is considered by the public as a promoter of Malagasy culture and identity, particularly through its sponsorship of its annual THB Tour traveling music festival and

3024-429: Was formed around 1980 in Antsirabe to grow barley and transform it into malt for Star Breweries beer production. Particular special malts are used to produce variants on the original THB recipe, such as THB Special. Fermentation of THB beer requires approximately eight hours for each mash of 130 hectoliters. The mash is a blend of malt (sprouted barley) and corn in an 80/20 ratio to which water and hops are added. The mash

3080-592: Was in the Old City section of Philadelphia in 1840, by John Wagner, using yeast from his native Bavaria. Modern American lagers are still widely made, in a market dominated by large breweries such as Anheuser-Busch and Molson-Coors (formerly MillerCoors ). Lightness of body is the norm, both by design and since it allows the use of a high percentage of less expensive, light-bodied rice or corn . Some American lagers are brewed as calorie-reduced light beers . Beer from XXXX, various Tooheys' brands, Victoria Bitter (which

3136-591: Was packaged in aluminum cans manufactured at the Antsirabe brewery; canned THB was also made available alongside the traditional glass bottles in markets in Madagascar that same year. In 2006 the Star Brewery, which employs 1,500 staff, was producing 700,000 hectoliters of beer annually out of the total market share of 800,000; 550,000 hectoliters were produced at the Antsirabe Star Brewery alone. The Antsiranana factory employs 140 staff and produced 180,000 hectoliters of beer (24 million bottles) in 2010. To create

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