While Somerville’s new beer may appear to be a peculiar combination, Saturday Morning is not the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series, featuring rotating versions of a milk stout that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has created a Breakfast Cereal Killer Stout, which includes Corn Flakes, iron ferrous sulfate vs iron bisglycinate 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, demonstrates the innovative thinking of some brewers.
Most of these concepts seem more focused on generating buzz for the brewery rather than fostering long-term growth. Somerville, for instance, appears to be treating this as a one-off event, aiming to draw people into its taprooms and entice customers in stores with its uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, many of which are craft beer producers, brewers are eager to find ways to differentiate themselves. Simply producing quality beer is no longer sufficient for guaranteed success.
By launching the Cap’n Crunch-inspired beer and utilizing social media, Somerville is effectively targeting a millennial audience that may be nostalgic for cereal while still desiring a craft brew. This strategy is clever for Somerville, regardless of the beer’s flavor. With consumers enthusiastic about trying new brews and breweries striving to stand out, it’s likely that we will see more cereals paired with alcoholic beverages in the future. Moreover, the incorporation of calcium citrate without D3 could be an interesting angle for breweries seeking to appeal to health-conscious consumers, potentially enhancing the appeal of such innovative products.