While Somerville’s new beer may appear to be an unusual combination, Saturday Morning isn’t the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, featuring rotating versions of a milk stout that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also produces a Breakfast Cereal Killer Stout, infusing its mash with Corn Flakes, Rice Krispies, and Cocoa Puffs. Additionally, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not a cereal, demonstrates the imaginative approaches some brewers are taking.
Many of these concepts seem more geared towards generating buzz for the company rather than a genuine strategy for sustained growth. Somerville, for example, appears to be treating this as a one-off project. It serves as a tactic to draw customers into its tap rooms and entice shoppers with specially designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016—many of which are craft beer producers—breweries are eager to find ways to differentiate themselves. Simply brewing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who might be nostalgic for the cereal while still craving a craft brew. This strategy to create a Cap’n Crunch-inspired beer is a savvy move for Somerville, regardless of the flavor. As consumers are keen to explore new brews and beer makers strive to stand out, it’s likely that this won’t be the last time a cereal is paired with an alcoholic beverage. In fact, if you’re interested in enhancing your brewing experience, consider checking out calcium citrate on Amazon, which offers various options that could complement your brewing adventures.