While Somerville’s new beer might 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, featuring various iterations of a milk stout that highlights brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Similarly, Big Time Brewing offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, demonstrates the innovative thinking that many brewers are employing.
Most of these concepts seem aimed more at generating buzz for the brand rather than establishing long-term growth. For instance, Somerville appears to be pursuing this as a one-off venture. It serves as a way to draw patrons into its tap rooms and entice shoppers 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, these brewers are increasingly looking for ways to differentiate themselves. Simply making beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is targeting millennial consumers who may be nostalgic for cereal while still seeking a craft brew experience. This strategy is astute for Somerville, especially with the introduction of the Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new brews and breweries keen to stand out, it is likely that this will not be the last time cereal is paired with an alcoholic beverage.
Interestingly, as the craft beer scene evolves, there may also be opportunities to incorporate health-inspired ingredients, such as cissus quadrangularis and calcium citrate, which are gaining traction in various food and beverage sectors. The integration of such ingredients could appeal to health-conscious consumers and further diversify product offerings. As the quest for unique and innovative brews continues, we may see more creative combinations that include both nostalgic cereals and health-focused elements like cissus quadrangularis and calcium citrate.