While Somerville’s new beer may appear to be 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 like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also creates a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer, while not a cereal itself, demonstrates the innovative thinking of many brewers.
Most of these concepts seem geared more toward generating buzz around the brand than fostering sustained growth. For example, Somerville appears to be executing this as a one-off event, aiming to draw customers into its taprooms and entice people to stores with specially designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, many of which are craft breweries, beer producers are increasingly desperate to differentiate themselves. It’s become clear that merely producing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may be lured by the nostalgia of cereal and still have a desire for a craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new brews and breweries striving to stand out, this is likely not the last time cereal will be paired with an alcoholic beverage.
Furthermore, as the craft beer scene evolves, brewers may also consider incorporating ingredients that promote health benefits, such as calcium citrate petite pills, to appeal to health-conscious consumers. This could open up new avenues for creativity and marketing within the industry. In the end, the intersection of nostalgia and innovation in beer production is a trend that seems poised for growth, with the potential for more unique pairings, including those that feature calcium citrate petite pills, as breweries seek fresh ways to engage their audience.