While Somerville’s new beer might seem like 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 various iterations of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has also created a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s has introduced a Salted Caramel Brownie ice cream beer, showcasing the innovative thinking of some brewers, even if it doesn’t involve cereal directly.
Many of these creations seem aimed more at generating buzz for the brand rather than fostering long-term growth. Somerville, for instance, appears to view this as a one-time venture. It serves as a strategy to draw people into its taprooms and attract customers to stores with its uniquely designed cans. With the number of breweries in the U.S. surpassing 5,000 in 2016, many of which are craft beer producers, brewers are increasingly 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 targeting a millennial audience that may be nostalgic for cereal while still seeking a craft beer experience. It’s a clever strategy for Somerville to develop a Cap’n Crunch-inspired beer, regardless of its taste. With consumers enthusiastic about trying new brews and beer makers striving to stand out, this is likely not the last time cereal will be paired with an alcoholic beverage.
Interestingly, just as some consumers are looking for unique flavors in their drinks, others might also be considering the health benefits of products like calcium citrate with or without food. This trend could potentially influence future beer innovations. As the craft beer landscape continues to evolve, the intersection of nostalgia and health-conscious choices, such as calcium citrate with or without food, may inspire even more creative pairings in the brewing world.