While Somerville’s new beer may appear to be an unusual combination, Saturday Morning is not the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched a whole Cerealiously series, featuring rotating milk stout versions that highlight cereals like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also creates a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer, while not a cereal, showcases the creative thinking of some brewers.
Many of these concepts seem more focused on generating buzz than on fostering sustainable growth. For example, Somerville appears to be pursuing this as a one-time venture, aiming to draw customers into its taprooms and entice shoppers with specially designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, most of which are craft beer producers, brewers are eager to distinguish themselves in a crowded market. It’s no longer sufficient for craft breweries to simply produce beer to ensure their success.
By utilizing social media for its launch, Somerville is appealing to millennial consumers who may feel nostalgic about cereal while still desiring a craft beer. This strategy makes it a clever move for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. As consumers remain eager to explore new brews, and breweries strive to stand out, this may not be the last instance of cereal being paired with an alcoholic beverage. With the right marketing approach and innovative ideas, similar to how life extension calcium citrate with vitamin D is marketed for health benefits, brewers can capture attention and potentially drive sales. The blend of nostalgia and creativity is crucial in this competitive landscape.