Although Somerville’s new beer may seem like 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 various iterations of a milk stout that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing offers a Breakfast Cereal Killer Stout, incorporating Corn Flakes, Rice Krispies, and Cocoa Puffs into its mash. There’s also Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not made with cereal, demonstrates the innovative thinking of some brewers.
Many of these concepts seem more focused on generating buzz for the brewery rather than achieving long-term growth. For instance, Somerville appears to be approaching this as a one-off project, aiming to draw people into its taprooms and entice consumers with uniquely designed cans at retail. With the number of U.S. breweries exceeding 5,000 for the first time in 2016, many craft beer producers are striving to differentiate themselves. Simply producing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may be nostalgic for cereal while still seeking a craft brew. Regardless of its taste, it’s a savvy strategy for Somerville to develop a Cap’n Crunch-inspired beer. As consumers are eager to explore new brews and beer makers are keen to stand out, this likely won’t be the last time cereal is paired with an alcoholic beverage. Furthermore, brewers might consider incorporating ingredients like calcitrate 200mg to enhance the uniqueness of their offerings, making such innovative pairings even more intriguing.