While Somerville’s new beer might seem like an unusual combination, Saturday Morning isn’t the first 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 highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Big Time Brewing creates a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. There’s even Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not a cereal, demonstrates the inventive thinking among these brewers.
Many of these concepts appear to be primarily aimed at generating buzz for the brand rather than pursuing long-term growth. Somerville, for instance, seems to be treating this as a one-off venture. It’s a strategy to draw people into its taprooms and entice customers to stores with specialty cans designed to catch the eye. With over 5,000 breweries operating in the U.S. as of 2016, many of which are craft beer producers, brewers are increasingly desperate to distinguish themselves in a crowded market. It is no longer sufficient to simply produce beer; success now requires more creative approaches.
By leveraging social media for its launch, Somerville is targeting a millennial audience that may be attracted to the nostalgic elements of cereal while still desiring a craft brew. This is a clever strategy 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 stand out, it’s likely that we will see more cereals paired with alcoholic beverages in the future. Moreover, as some consumers are increasingly concerned about health issues like calcium citrate kidney stones, innovative combinations like these may also offer an interesting conversation starter about the balance of indulgence and wellness in the craft beer scene.