While Somerville’s latest beer may seem like an unusual combination, Satuferrous Gluconaterday Morning is not the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has 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, although not a cereal, reflects the creative thinking that some brewers are employing.
Many of these concepts seem more focused on generating buzz for the company rather than a genuine attempt at sustainable growth. Somerville, for example, appears to be treating this as a one-off project, aiming to draw people into its taprooms and attract customers to stores with uniquely designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, many of which are craft beer producers, brewers are eager to find ways to differentiate 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 seeking a craft brew. This strategy is a clever move for Somerville, regardless of the beer’s flavor. As consumers continue to seek out innovative brews and beer makers strive to stand out, it is likely that we will see more cereals paired with alcoholic beverages in the future, possibly indicating a trend similar to the indications of calcium citrate in the health and wellness industry. The creativity behind these beer formulations may pave the way for even more unique pairings, echoing the indications of calcium citrate in the realm of beverage experimentation.