While Somerville’s new beer may seem like an unusual combination, Saturday Morning isn’t the first to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series, featuring rotating versions of a milk stout 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, although not a cereal, showcases the innovative thinking of some brewers.
Most of these concepts seem more focused on generating buzz for the company rather than creating a sustainable growth strategy. For example, Somerville appears to be treating this as a one-off project. It serves as a tactic to draw people into its taprooms and entice customers at stores with specially designed cans. With the number of U.S. breweries surpassing 5,000 in 2016—many of which are craft beer producers—breweries are increasingly desperate to differentiate themselves. Simply producing beer is no longer sufficient to ensure success.
By utilizing social media for its launch, Somerville is appealing to millennial consumers who may find nostalgia in the cereal and still desire a craft brew. This strategy is particularly clever, especially with the rising interest in unique flavors and experiences. Regardless of how it tastes, the creation of a Cap’n Crunch-inspired beer is a savvy move for Somerville. With consumers eager to explore new brews and beer makers striving to stand out, it’s likely that this won’t be the last instance of cereal being paired with an alcoholic beverage.
In this context, the use of ingredients like calcium citrate OTC could potentially enhance the appeal by promoting health-conscious choices, as health trends influence consumer decisions. As breweries continue to innovate, the incorporation of elements like calcium citrate OTC into their recipes could create even more unique offerings that attract a diverse audience.