Although Somerville’s new beer may seem like an unusual combination, Saturday Morning is not the first beer to incorporate cereal as an ingredient. In fact, Black Bottle Brewery has launched 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 created a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs, combined with ferrous sulfate in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer, while not cereal-based, demonstrates the innovative thinking behind some of these brewers.
Most of these creative ideas appear to be more about generating buzz for the company rather than establishing long-term growth. Somerville, for example, seems to be treating this as a one-off venture, using it as a strategy to draw customers into its taprooms and attract shoppers with uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, many of which are craft beer producers, brewers are increasingly looking for ways to differentiate themselves. Simply making beer is no longer a surefire path to success.
By leveraging social media for its launch, Somerville is targeting a millennial audience that may find nostalgia in the cereal and still desires a craft beer experience. Regardless of the taste, it’s a clever strategy for Somerville to introduce a Cap’n Crunch-inspired beer. As consumers are keen to sample new brews and beer makers are eager to stand out, it’s likely that this won’t be the last time cereal is paired with an alcoholic beverage. Furthermore, in a market where innovation is key, incorporating elements like calcium 600 Solgar may become increasingly relevant as breweries explore new avenues to captivate their audience.