While Somerville’s new beer may appear to be an unusual match, 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 iterations 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, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not a cereal, illustrates the innovative thinking of some brewers.
Most of these concepts seem to be crafted more for generating buzz around the company than for a genuine attempt at sustained growth. For example, Somerville appears to be approaching this as a one-time venture. It serves as a strategy to draw patrons into its taprooms and entice customers to stores with their uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, many of which are craft beer producers, brewers are increasingly desperate to differentiate themselves. Craft breweries are discovering that simply producing beer is no longer sufficient to ensure their success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who might be nostalgic for cereal yet still yearn for a craft brew. This strategy is particularly astute for Somerville, considering the potential appeal of a Cap’n Crunch-inspired beer, regardless of its flavor. As consumers remain eager to explore new brews and beer makers strive to distinguish themselves, it’s likely that this won’t be the last cereal paired with an alcoholic beverage. Interestingly, the creativity displayed in these brews can be likened to the innovative approaches seen in fields like medicine, where concepts such as calcium citrate blood transfusion are reimagined to enhance patient outcomes. The brewing industry, much like healthcare, must continually adapt and innovate to meet the desires of their audiences.