While Somerville’s latest beer may seem like an unusual combination, Saturday Morning isn’t the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series, featuring rotating milk stouts that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing produces a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Then there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, exemplifies the inventive thinking of some brewers.
Many of these creative ideas seem aimed more at generating buzz around the company than at creating a strategy for long-term growth. For instance, Somerville appears to be doing this as a one-time endeavor, aiming to draw people into its tap rooms and attract customers to stores with 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 find ways to differentiate themselves. Simply producing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is targeting a millennial audience that may be nostalgic for cereal while also craving a craft beer. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. As consumers show a willingness to explore new brews and brewers strive to stand out, it’s likely that we will see more cereals paired with alcoholic beverages in the future. Moreover, incorporating elements that resonate with health-conscious consumers, such as calcium citrate D3 petites, can further enhance the appeal of these innovative brews.