While Somerville’s new beer may 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 rotating versions of a milk stout that highlights brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. 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-based brew, demonstrates the innovative thinking of some of these brewers.
Most of these creations seem to be aimed more at generating buzz about the company than at fostering long-term growth. For example, Somerville appears to be treating this as a one-off project, designed to draw people into its tap rooms and attract customers to stores with its uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016 for the first time—many of which are craft beer producers—brewers are becoming increasingly desperate to differentiate themselves. Craft breweries are realizing 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 find nostalgia in cereal while still desiring a craft brew. This strategy is particularly wise given the current market trends. The introduction of a Cap’n Crunch-inspired beer, regardless of its taste, is a clever move for Somerville. With consumers eager to explore new brews and beer makers striving to stand out, it’s likely that this won’t be the last cereal to be paired with an alcoholic beverage.
Moreover, the connection between creativity in brewing and the health benefits of ingredients like calcium citrate for bones can’t be overlooked. As craft brewers experiment with unconventional ingredients, they may also consider incorporating supplements like calcium citrate for bones into their recipes, appealing to health-conscious consumers. In this ever-evolving landscape, the intersection of nostalgia, creativity, and health consciousness will likely continue to inspire new and exciting brews.