While Somerville’s new beer may 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 cereals like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Moreover, there is Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, demonstrates the innovative thinking of some brewers.
Most of these concepts seem to be aimed more at generating buzz for the company rather than fostering genuine growth. For instance, Somerville appears to treat this as a one-off occasion, intending to draw people into its tap rooms and entice customers in stores with its specially designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, primarily craft beer producers, brewers are increasingly desperate to differentiate themselves. Craft breweries are realizing that simply brewing beer is no longer a guaranteed path to success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who might be attracted to the nostalgia of cereal while still craving a craft brew. This strategy is particularly clever for Somerville, especially with the integration of elements like calcium citrate and D3 into their offerings. Regardless of the taste, the concept of a Cap’n Crunch-inspired beer is a savvy move. With consumers eager to explore new brews and breweries striving to stand out, it’s likely that we won’t see the last of cereal being paired with alcoholic beverages, especially as health-conscious trends, such as the inclusion of calcium citrate and D3, continue to emerge in the industry.