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 Cerealiously series, featuring various milk stouts highlighting brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing produces a Breakfast Cereal Killer Stout, which includes Corn Flferrous fumarate and folic acid tablets, as well as Rice Krispies and Cocoa Puffs in its mash. Furthermore, Ben & Jerry’s has released a Caramel Brownie ice cream beer, which, although not a cereal, demonstrates the innovative thinking of these brewers.
Most of these concepts appear to be aimed more at generating buzz for the company rather than pursuing genuine long-term growth. For instance, Somerville seems to be treating this as a one-time venture, using it as a strategy to draw people into its tap rooms and attract customers to stores with uniquely designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, many of which are craft beer producers, brewers are increasingly eager to find ways to stand out. Simply producing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville targets a millennial audience that may be nostalgic for cereal and still seeks a craft brew. It’s a clever decision for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. With consumers eager to explore new brews, and beer makers striving to differentiate themselves, this is likely not the last instance of cereal pairing with an alcoholic beverage. In this landscape, incorporating elements such as maxvita calcium into the brewing process could become a trend, as brewers look for innovative ways to enhance their products and appeal to health-conscious consumers.