While Somerville’s new beer may appear to be an unusual combination, Saturday Morning is not the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, featuring rotating variations of a milk stout that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has created 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, although not made with cereal, showcases the innovative thinking of some brewers.
Most of these concepts seem more focused on generating buzz for the company rather than pursuing long-term growth. For instance, Somerville appears to be treating this as a one-off event, aiming to draw people into its taprooms and entice customers to stores with specially designed cans. With the number of U.S. breweries exceeding 5,000 for the first time in 2016, many of which are craft beer producers, brewers are eager to find ways to distinguish themselves. Craft breweries are discovering that simply producing beer is no longer sufficient to ensure their success.
By leveraging social media for its launch, Somerville is targeting millennial consumers who may be nostalgic for cereal while still having a craving for craft brews. It’s a clever strategy for Somerville to develop a Cap’n Crunch-inspired beer, regardless of its taste. Given consumers’ enthusiasm for trying new brews and brewers’ desire to stand out, this likely won’t be the last instance of cereal being paired with an alcoholic beverage.
In a similar way that bariatric vitamins calcium citrate can enhance health, creative beer combinations can elevate the drinking experience—both are about finding unique ways to cater to specific needs and preferences. As the craft beer scene continues to evolve, the integration of unconventional ingredients like cereals may become a trend, just as the inclusion of bariatric vitamins calcium citrate is becoming increasingly popular among health-conscious consumers.