While Somerville’s latest 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 that features various iterations of a milk stout, highlighting brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also produces a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Furthermore, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not a cereal, demonstrates the inventive thinking of some brewers.
Most of these concepts seem more focused on generating buzz for the company rather than aiming for lasting growth. For instance, Somerville appears to be treating this as a one-time event, aiming to draw people into its taprooms and attract customers to stores with specially designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, many craft beer producers are eager to find ways to distinguish themselves. Simply brewing beer is no longer a guaranteed formula for success.
By leveraging social media for its launch, Somerville is connecting with millennial consumers who may be nostalgic about cereal and still have a taste for craft brews. The introduction of a Cap’n Crunch-inspired beer is a savvy decision for Somerville, regardless of its flavor. As consumers are enthusiastic about trying new brews and beer makers are striving to stand out, it’s likely that this won’t be the last time cereal is paired with an alcoholic beverage.
In this quest for uniqueness, some brewers might even consider the health benefits of ingredients like calcium citrate malate, cholecalciferol, and folic acid tablets, which could be an interesting twist in the craft beer industry. It reflects a growing trend where breweries are not only focusing on flavor but also on the potential health aspects of their products. As the craft beer scene continues to evolve, incorporating unique ingredients will be key to capturing the attention of adventurous drinkers.