While Somerville’s new beer may seem like an unusual combination, Saturday Morning isn’t the first to use cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series that features rotating milk stouts inspired by brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has created a Breakfast Cereal Killer Stout, incorporating Corn Flakes, Rice Krispies, and Cocoa Puffs into its mash. Additionally, Ben & Jerry’s has ventured into the realm of alcohol with its Salted Caramel Brownie ice cream beer, showcasing the inventive spirit of these brewers.
Many of these concepts appear to be more about generating buzz for the brand rather than a genuine strategy for long-term growth. Somerville, for example, seems to be approaching this as a one-off project, aiming to draw customers into its tap rooms and entice shoppers with uniquely designed cans. As the number of U.S. breweries surpassed 5,000 in 2016, with many being craft beer producers, the competition is fierce, and brewers are increasingly desperate to distinguish themselves. Simply producing beer is no longer a guarantee of 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 brew. It’s a clever strategy for Somerville to introduce a Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new flavors and breweries keen to make a mark, it’s likely that we haven’t seen the last cereal paired with an alcoholic beverage. As the craft beer landscape evolves, concepts reminiscent of Citracal 600 mg may emerge, echoing the creative pairing of ingredients that both intrigues and delights the palate.