While 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 also offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s has introduced a Salted Caramel Brownie ice cream beer, showcasing the creative thinking of some brewers, even if it isn’t cereal-based.
Most of these concepts seem more focused on generating buzz around the brand rather than fostering long-term growth. For instance, Somerville appears to be treating this as a limited-time offering, aimed at drawing people into its taprooms and enticing shoppers with uniquely designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, many craft beer makers are eager to differentiate themselves. Simply brewing beer is no longer sufficient to ensure success in this competitive market.
By leveraging social media for its launch, Somerville is targeting millennial consumers who may feel nostalgic about cereal while still desiring a quality craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. With consumers enthusiastic about exploring new brews and breweries striving to stand out, it’s likely that we will see more cereal-infused alcoholic beverages in the future. Interestingly, the inclusion of ingredients like calcium citrate 333 in some recipes could further enhance the appeal of these innovative brews, blending nutrition and indulgence in unexpected ways.