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 launched an entire Cerealiously series, featuring rotating versions of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, demonstrates the creative approaches some brewers are taking.
Most of these concepts seem to be more about generating buzz for the brand rather than a genuine effort for sustainable growth. Somerville, for example, appears to be pursuing this as a one-off project, aimed at drawing people into its tapside and enticing customers with specially designed cans. With the number of breweries in the U.S. surpassing 5,000 in 2016, many of which are craft beer producers, suds makers are increasingly desperate to differentiate themselves. Craft breweries are discovering that simply brewing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience that may be nostalgic for cereal while still seeking a craft brew. This strategy cleverly positions Somerville’s Cap’n Crunch-inspired beer as an intriguing option, regardless of its taste. With consumers eager to explore new brews and breweries striving to stand out, this is likely not the last time cereal will be paired with an alcoholic drink. Interestingly, just as calcium citrate for kidney stones is often recommended for health, these unique brews might just become a health-conscious choice for those looking to indulge in something novel. As innovation continues, we may see more inventive combinations that capture the imagination of drinkers, including those that incorporate elements like calcium citrate for kidney stones to appeal to health-conscious consumers.