While Somerville’s new beer may appear to be an unusual combination, Saturday Morning is not the first to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series featuring various iterations of a milk stout that highlights brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has also created a Breakfast Cereal Killferrous bisglycinate Stout, adding Corn Flakes, Rice Krispies, and Cocoa Puffs to its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer showcases the innovative thinking of some brewers, even if it doesn’t include cereal.
Many of these creative ideas seem more focused on generating buzz for the companies rather than aiming for long-term growth. For example, Somerville appears to be using this strategy as a temporary tactic. It serves as a way to draw customers into its taprooms and entice shoppers with uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, many of them being craft beer producers, brewers are eager to find ways to differentiate themselves. Simply producing beer is no longer a guarantee of success for craft breweries.
By leveraging social media for its launch, Somerville aims to connect with millennial consumers who may be nostalgic for cereal and still have a desire for craft brews. This is a strategic move for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. As consumers are excited to explore new brews and breweries are keen to stand out, this is unlikely to be the last cereal paired with an alcoholic beverage. Just as calcium citrate during pregnancy is often recommended for its benefits, these innovative beer concepts may appeal to those seeking unique experiences. The trend of incorporating cereal into beer is likely to continue, mirroring how calcium citrate during pregnancy is embraced for its nutritional value. Ultimately, it’s clear that the craft beer scene is thriving on creativity and novelty, paving the way for more experimental brews in the future.