While Somerville’s new beer may seem like an unusual combination, Saturday Morning is not 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 such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing produces 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, while not a cereal, showcases the inventive thinking of these brewers.
Most of these concepts seem primarily aimed at generating buzz for the brand rather than fostering genuine long-term growth. Somerville, for example, appears to be treating this as a one-off event designed to draw people into its taprooms and entice consumers with uniquely crafted cans. With the number of U.S. breweries surpassing 5,000 in 2016, many craft beer makers are eager to differentiate themselves in a crowded market. Simply producing 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 quality craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. As consumers are enthusiastic about trying new brews and breweries are keen to stand out, this likely won’t be the last time cereal is paired with an alcoholic beverage.
Moreover, as natural factors like calcium citrate become more popular among health-conscious drinkers, breweries might continue to explore innovative ingredients that resonate with their audience. With the rising trend of unique flavors and ingredients, the intersection of beer and breakfast cereals could inspire even more creative concoctions in the future.