While Somerville’s new beer may appear to be an unusual combination, Saturday Morning is not the first beverage to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched a whole Cerealiously series, featuring rotating versions of a milk stout that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing offers 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 itself, demonstrates the innovative thinking of many brewers.
Most of these concepts seem to be more about generating excitement for the brand rather than a genuine effort for lasting growth. For instance, Somerville appears to be treating this as a one-time endeavor. It’s a strategy to draw customers into their tap rooms and entice shoppers with specially designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, many craft beer producers are eager to find ways to differentiate themselves. Simply brewing beer is no longer a guarantee of success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may feel nostalgic for cereal while still desiring a craft beer. This is a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. With consumers keen to explore new brews and breweries striving to make their mark, this is unlikely to be the last time cereal is paired with an alcoholic beverage.
Interestingly, much like how calcium citrate doses have gained attention for their health benefits, the innovation in craft brewing is also capturing interest. As the industry evolves, the integration of unique ingredients like cereals and the consideration of health aspects like calcium citrate doses could become more prevalent, reflecting a broader trend in consumer preferences.