While Somerville’s new beer might appear to be an unconventional choice, Saturday Morning isn’t the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series, featuring various iterations of a milk stout that highlight brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has crafted 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, although not a cereal, exemplifies the creative thinking some brewers are employing.
Most of these concepts seem more aimed at generating buzz for the brewery rather than fostering long-term growth. For instance, Somerville appears to be treating this as a one-off project, designed to draw people into its taprooms and entice customers with specially designed cans. With the number of U.S. breweries surpassing 5,000 in 2016—many of them craft beer producers—brewers are increasingly desperate to distinguish themselves. Simply making beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is targeting a millennial audience that may be nostalgic for cereal while still craving a craft brew. It’s a clever strategy for Somerville to create a Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new flavors and beer makers keen to stand out, this is likely not the last time cereal will be combined with an alcoholic beverage.
Interestingly, as brewers experiment with unique ingredients like cereal, some might wonder, “Is calcium citrate good?” This question reflects the growing interest in nutritional aspects associated with beverages, including those that incorporate unconventional elements. As the craft beer scene evolves, it’s clear that the fusion of cereal and beer is a trend that may continue to rise, along with inquiries about the health benefits of such ingredients.