 The beer is regularly promoted by Malagasy musical stars and other public figures.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 the exclusive production and distribution of Coca-Cola in Madagascar.In 1957, a brewer was recruited to develop a local beer.