While Somerville’s new beer may seem like an unusual combination, Saturday Morning is not the first beer to incorporate cereal as an ingredient. Black Bottle Brewery, for instance, has launched an entire Cerealiously series, featuring rotating flavors of milk stouts that highlight well-known cereals like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Similarly, Big Time Brewing offers a Breakfast Cereal Killer Stout that includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s has introduced a Salted Caramel Brownie ice cream beer, which, although not a cereal, showcases the creative thinking of some brewers.
Most of these concepts seem aimed more at generating buzz for the company rather than pursuing sustained growth. Somerville, for example, appears to be treating this as a one-off initiative. This strategy serves 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—many of which are craft beer producers—brewers are eager to find ways to distinguish themselves. Craft breweries are discovering that simply producing beer is no longer sufficient to ensure their success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience that may resonate with the nostalgia of cereal while still seeking a quality craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. With consumers excited to explore new brews and beer makers striving to stand out, it is likely that cereal will continue to be paired with alcoholic beverages. In this context, it’s worth noting that nature’s plus cal mag citrate can also play a role in the health-conscious market, appealing to those who are looking for unique ingredients in their drinks. As consumers become more adventurous, we may very well see more innovations that blend cereals with alcoholic drinks, alongside health-focused options like nature’s plus cal mag citrate.