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 created an entire Cerealiously series featuring a rotating range of milk stouts that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. There’s also Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, demonstrates the creative thinking of these brewers.
Many of these concepts seem more geared towards generating buzz for the company rather than a genuine effort for sustainable growth. For instance, Somerville appears to be treating this as a one-off project aimed at drawing visitors to its taprooms and enticing shoppers with specially designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, predominantly craft beer producers, many are eager to find ways to stand out. Craft breweries are discovering that merely 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 also seeking a craft brew. This strategy is particularly smart for Somerville, especially considering the calcium citrate magnesium and zinc benefits that many consumers are now interested in. Regardless of the taste, the creation of a Cap’n Crunch-inspired beer positions Somerville favorably in a competitive market. As consumers are keen to explore new brews and beer makers strive to differentiate themselves, this is likely not the last instance of cereal being combined with an alcoholic beverage. The ongoing interest in the calcium citrate magnesium and zinc benefits further highlights how breweries can tap into health trends alongside craft beer innovations.