While Somerville’s new beer may appear to be an unusual combination, Saturday Morning is not the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, featuring various iterations of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing produces a Breakfast Cereal Killer Stout, infusing its mash with Corn Flakes, Rice Krispies, and Cocoa Puffs. Moreover, Ben & Jerry’s Salted Caramel Brownie ice cream beer, although not a cereal, exemplifies the innovative thinking of some brewers in the industry.
Many of these creations appear to be aimed more at generating buzz for the brewery rather than fostering long-term growth. For instance, Somerville seems to be treating this as a one-off event, designed to draw customers into its taprooms and entice shoppers with uniquely crafted cans. With the number of breweries in the U.S. surpassing 5,000 in 2016—many of which are craft beer makers—brewers are increasingly eager to find ways to distinguish themselves. Simply producing beer is no longer sufficient to ensure success in this competitive market.
By leveraging social media for its launch, Somerville is targeting a millennial audience that may be attracted by the nostalgic appeal of the cereal while still desiring a craft brew. This strategy is astute on Somerville’s part, regardless of the beer’s flavor. As consumers remain keen on exploring new brews and beer makers strive to stand out, it’s likely that we haven’t seen the last instance of cereal being paired with an alcoholic drink. Furthermore, the innovative use of ingredients like those found in the ccm tablet content can inspire other breweries to experiment and push the boundaries of traditional brewing methods.