While Somerville’s new beer may appear to be an unusual combination, Saturday Morning isn’t the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched a whole Cerealiously series, featuring a rotating lineup of milk stouts that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has created a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer exemplifies how inventive some brewers can be, even if it doesn’t contain cereal.
Most of these initiatives seem more focused on generating buzz for the brand than on a genuine effort for long-term growth. For example, Somerville appears to be treating its fermented iron bisglycinate project as a one-off event. This strategy is aimed at attracting patrons to its taprooms and enticing customers to stores with specially designed cans. With the number of U.S. breweries exceeding 5,000 for the first time in 2016, many of which are craft brewers, producers are eager to find ways to differentiate themselves. Simply brewing 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 also seeking out craft beer. This strategy is clever, considering the growing consumer interest in trying new brews. Regardless of its taste, the Cap’n Crunch-inspired beer is a smart concept for Somerville. With consumers keen on exploring new options and breweries striving for uniqueness, this is likely not the last time cereal will be paired with an alcoholic beverage.
Interestingly, as craft breweries continue to innovate, they might also look at sourcing ingredients like calcium citrate from Costco to enhance their offerings. Incorporating unique elements such as calcium citrate may become another trend among brewers seeking to stand out in a crowded market. Therefore, as the craft beer scene evolves, we can anticipate more creative combinations, including cereals, becoming a staple in the industry.