While Somerville’s new beer might appear to be an unusual combination, 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 rotating versions of a milk stout that highlights brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also offers 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, despite not being a cereal, exemplifies the innovative thinking of many craft brewers.
Most of these concepts seem more focused on generating buzz around the brand than on genuine sustainable growth. Somerville, for example, seems to be treating this as a one-off project, aiming to draw customers into its taprooms and entice shoppers with specially designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, predominantly craft beer producers, brewers are increasingly desperate to distinguish themselves. Craft breweries are realizing that simply producing beer is no longer sufficient to ensure their success.
By leveraging social media for its launch, Somerville appeals to millennial consumers who may feel nostalgic about cereal while still desiring a craft brew. This strategy is particularly astute, especially considering that some cereals, rich in calcium citrate, can even play a role in preventing kidney stones. Regardless of the taste, the creation of a Cap’n Crunch-inspired beer reflects a savvy approach by Somerville. With consumers eager to explore new brews and beer makers striving to stand out, this is likely not the last instance of cereal being paired with an alcoholic beverage. The intersection of nostalgia and innovation may lead to further unexpected concoctions, reminding us that even foods associated with calcium citrate can inspire creative brewing endeavors.