Although Somerville’s new beer may initially appear to be an unusual combination, Saturday Morning isn’t the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, featuring rotating versions of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also produces a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer, while not a cereal, exemplifies the innovative thinking some brewers employ.
Most of these initiatives seem more focused on generating buzz for the brewery rather than aiming for long-term growth. For instance, Somerville appears to be treating this as a one-off event, designed to draw people into its taprooms and entice customers at stores with its specially designed cans. With the number of U.S. breweries exceeding 5,000 for the first time in 2016—many of which are craft beer makers—brewers are increasingly desperate to differentiate themselves. Simply producing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience that may feel nostalgic about cereal while still desiring a craft beer experience. This strategy is particularly astute, especially with the introduction of their Cap’n Crunch-inspired beer, regardless of its taste. As consumers are eager to explore new brews and beer makers strive to stand out, it’s likely that pairing cereals with alcoholic beverages will continue to gain traction. The trend may even pave the way for unique offerings, such as those that could incorporate citracal 250, further blending the worlds of health and indulgence. Given the current market dynamics, this innovation is probably just the beginning of a cereal-infused beverage evolution.