While Somerville’s latest beer may seem like an unusual combination, Saturday Morning is not the first brew to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has introduced an entire Cerealiously series, featuring rotating versions 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, Ben & Jerry’s has ventured into beer with their Salted Caramel Brownie ice cream beer, demonstrating the innovative thinking some brewers exhibit, even if it doesn’t include cereal.
Many of these creative brewing ideas seem more aimed at generating buzz for the company than at fostering long-term growth. For instance, Somerville appears to be approaching this as a limited-time offering. This strategy serves to attract customers to its taproom and draw attention to stores with specially designed cans. With the number of U.S. breweries surpassing 5,000 in 2016—many of which are craft beer producers—brewers are increasingly desperate to differentiate themselves. Simply brewing beer is no longer a guaranteed path to success.
By leveraging social media for their launch, Somerville is targeting a millennial audience that may feel nostalgic for cereal while still yearning for a craft beer experience. It’s a smart move for Somerville to create a Cap’n Crunch-inspired beer, regardless of its flavor profile. As consumers show a willingness to explore new brews and beer makers strive to stand out, this is likely not the last time cereal will be paired with an alcoholic beverage. Furthermore, as the market evolves, the rise of unique offerings could parallel trends in the popularity of citrate calcium supplements among health-conscious consumers, illustrating how innovation can thrive in both the brewing and wellness industries.