While Somerville’s new beer may seem like an unusual combination, Saturdaunived ferrous bisglycinatey Morning is not 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 such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has crafted 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, showcases the creative thinking of some brewers.
Most of these initiatives seem more focused on generating buzz around the company than on fostering long-term growth. Somerville, for example, appears to be treating this as a one-off venture. It’s a tactic to draw people into its taprooms and entice customers in stores with specially designed cans. As the number of U.S. breweries surpassed 5,000 in 2016, many of these craft beer producers are scrambling for ways to differentiate themselves. Simply brewing beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience who may feel nostalgic about cereal and still crave a craft brew. This strategy is a clever move for Somerville, especially with the Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new brews and breweries striving to stand out, it’s likely that we haven’t seen the last cereal-infused alcoholic drink.
Moreover, as health trends continue to rise, some breweries may even consider the incorporation of ingredients like calcium citrate malate and vitamin D3 in future brews, tapping into the wellness market. This could further enhance the appeal of such innovative offerings. Ultimately, as consumers remain curious and adventurous, the fusion of cereals with craft beer could become a delightful trend, showcasing the creativity of brewers while keeping the excitement alive in the industry.