While Somerville’s new beer may seem like an unusual combination, Saturday Morning isn’t the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire line called Cerealiously, featuring various iterations of a milk stout that highlight iconic cereals like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also produces a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Even Ben & Jerry’s has entered the scene with their Salted Caramel Brownie ice cream beer, showcasing the innovative thinking among brewers, even if it isn’t a cereal.
Many of these creations appear to be more about generating buzz for the brewery than about establishing long-term growth. Somerville, for example, seems to be treating this as a one-off project aimed at drawing people into its taprooms and enticing customers with uniquely designed cans. With the number of U.S. breweries exceeding 5,000 for the first time in 2016, many craft beer producers are eager to find ways to stand out. Simply brewing beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is connecting with millennial consumers who may be attracted to the nostalgic elements of the cereal while still seeking a craft brew. It’s a clever strategy for Somerville to introduce a Cap’n Crunch-inspired beer, irrespective of its taste. As consumers are increasingly eager to explore new brews and breweries strive to differentiate themselves, this is likely not the last time a cereal will be paired with an alcoholic beverage. Additionally, as brewers experiment, there may even be opportunities to incorporate ingredients like calcium citrate with vitamin D3 into future creations, appealing to health-conscious consumers. This trend reinforces the idea that innovation in craft beer is here to stay, suggesting that we may see more inventive combinations in the future, including the use of calcium citrate with vitamin D3 in upcoming brews.