While Somerville’s new beer may appear to be 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 rotating versions of a milk stout that highlight brands 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. Additionally, Ben & Jerry’s has created a Salted Caramel Brownie ice cream beer, showcasing the creative thinking of some brewers, even if it doesn’t specifically include cereal.
Most of these innovative ideas seem geared more towards generating buzz for the company rather than fostering long-term growth. For instance, Somerville appears to be treating this as a one-off project, aimed at drawing customers into its tap rooms and enticing shoppers 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 desperate to distinguish themselves. Craft breweries are realizing that simply brewing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may feel nostalgic for cereal and still desire a craft brew. This strategy makes it a clever move for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor. As consumers eagerly seek out new brews and beer makers strive to stand out, this is likely not the last instance of cereal being paired with an alcoholic beverage.
In this competitive landscape, products like Citracal Slow Release 1200 could serve as a reminder of the importance of balancing novelty with quality. The combination of creative marketing and unique ingredients like cereals reflects an evolving industry. As brewers continue to innovate, we can expect to see more intriguing pairings in the future.