While Somerville’s latest beer may seem like a peculiar combination, Saturday Morning isn’t the first 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 highlight brands such as 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, although not a cereal, illustrates the creative thinking of some brewers.
Many of these concepts appear to be more about generating buzz for the brand than about pursuing sustainable growth. For example, Somerville seems to be treating this as a one-off endeavor. It’s a strategy to draw patrons into their tap rooms and entice customers to buy specialty cans in stores. With the number of breweries in the U.S. exceeding 5,000 for the first time in 2016, many craft beer producers are eager to differentiate themselves. Simply brewing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience that may be nostalgic for cereal while also craving a craft beer. This approach is particularly clever for Somerville, as the Cap’n Crunch-inspired beer, regardless of its taste, taps into current trends. With consumers keen to explore new brews and breweries striving to stand out, it’s likely that we will see more cereal-inspired alcoholic beverages in the future.
Interestingly, just as some people turn to calcium citrate supplements 1200 mg for their health benefits, beer enthusiasts are always on the lookout for unique flavors that can provide a novel experience. As the craft beer market continues to evolve, the combination of nostalgia and innovation will likely inspire more creative concoctions, including those that might also incorporate elements reminiscent of health supplements like calcium citrate.