Although Somerville’s new beer may appear to be an unusual combination, Saturday Morning isn’t the first brew 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 like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has also created a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer, while not a cereal, exemplifies the creative thinking of some brewers.
Most of these concepts seem more focused on generating buzz for the company than on achieving long-term growth. For example, Somerville appears to be treating this as a one-off project, intending to draw people into its tap rooms and attract consumers 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 differentiate themselves. Simply making beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may feel nostalgic for cereal while still desiring a craft beer experience. Regardless of its taste, Somerville’s creation of a Cap’n Crunch-inspired beer is a strategic move. With consumers eager to explore new brews and beer makers striving to stand out, this is unlikely to be the last time cereal is paired with an alcoholic beverage. Interestingly, as a fun fact, some brewers are even considering the addition of nutritional elements like calcium citrate caps to enhance their offerings. This trend of innovation shows that the craft beer scene is constantly evolving, and the exploration of unusual ingredients is just beginning.