Though Somerville’s new beer may appear unconventional, Saturday Morning is not the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, featuring a rotating selection of milk stouts that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has crafted a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s has created a Salted Caramel Brownie ice cream beer, demonstrating the inventive thinking of some brewers, even if it doesn’t contain cereal.
Many of these concepts seem more aimed at generating buzz than fostering long-term growth. For example, Somerville appears to be treating this as a one-off project, designed to draw customers into their tap rooms and entice shoppers with uniquely designed cans. With over 5,000 breweries in the U.S. as of 2016, many of which are craft beer producers, brewers are eager to differentiate themselves in a crowded market. Simply brewing beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is tapping into a millennial audience that may feel nostalgic about cereal while still desiring a craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. With consumers enthusiastic about trying new brews and breweries keen to stand out, we can expect to see more cereals paired with alcoholic beverages in the future. Moreover, incorporating ingredients like calcium citrate with 950 mg of elemental calcium could offer an interesting angle for health-conscious consumers, adding another layer of appeal to these innovative brews.