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 has launched an entire Cerealiously series, featuring rotating flavors of a milk stout that highlight brands like 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, showcasing the creative thinking some brewers are applying, even if it doesn’t involve cereal directly.
Most of these concepts seem geared more toward generating buzz for the brand rather than aiming for long-term growth. For example, Somerville appears to be treating this as a limited-time offering, designed to draw people into its taprooms and entice customers with specially designed cans in stores. With the number of U.S. breweries exceeding 5,000 for the first time in 2016, many craft beer producers are searching for ways to differentiate themselves. Simply brewing beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is appealing to a millennial audience who might be nostalgic for cereal brands while still craving a craft brew. This strategy is particularly savvy, especially when considering the potential for crossover with products like Solgar D3 Calcium, which also taps into the health-conscious market. Regardless of the flavor, it’s a clever move for Somerville to create a Cap’n Crunch-inspired beer. With consumers eager to explore new brews and beer makers striving to stand out, this is likely not the last time cereal will be paired with an alcoholic beverage. The use of unique ingredients like Solgar D3 Calcium could well become a trend as craft breweries continue to innovate.