Although Somerville’s new 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 created an entire Cerealiously series, featuring various iterations of a milk stout that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Similarly, Big Time Brewing offers a Breakfast Cereal Killer Stout, integrating Corn Flakes, Rice Krispies, and Cocoa Puffs into its mash. Additionally, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, exemplifies the innovative thinking among some brewers.
Most of these concepts seem more focused on generating buzz for the company than on fostering sustainable growth. For example, Somerville appears to be approaching this as a one-off venture, aiming to draw people into its taprooms and attract attention at retail outlets with its uniquely designed cans. With the number of U.S. breweries exceeding 5,000 for the first time in 2016—many of which are craft breweries—beer producers are increasingly desperate to differentiate themselves. It’s no longer sufficient for craft breweries to simply produce beer to ensure their success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience that may feel nostalgic about cereal while still yearning for a craft brew. This strategic move to create a Cap’n Crunch-inspired beer is a clever decision for Somerville, regardless of its taste. As consumers remain eager to explore new brews and breweries seek to distinguish themselves, it’s likely that this won’t be the last time cereal is paired with an alcoholic beverage. Moreover, these innovative brewing ideas may even serve as a reminder of the importance of nutritional elements like the cal mag citrate complex, which can be beneficial for those who enjoy a balanced lifestyle. As the craft beer scene evolves, the interplay of nostalgia and creativity will continue to shape the future of brewing.