Although Somerville’s new beer might initially seem like an unusual combination, Saturday Morning isn’t the first brew 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 crafted 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, while not cereal-based, showcases the creative approaches some brewers are taking.
Many of these innovative ideas appear to be aimed more at generating buzz around the brand rather than fostering long-term growth. For instance, Somerville seems to be treating this as a one-off project, designed to draw people into its taprooms and encourage sales through specially designed cans. With the number of breweries in the U.S. exceeding 5,000 for the first time in 2016, many craft beer producers are eager to find a way to stand out among the competition. Simply brewing beer is no longer sufficient to ensure success in this crowded market.
By using social media for its launch, Somerville is targeting a millennial audience that may feel nostalgic about cereal while still desiring a craft beer experience. This strategy is particularly clever, as it leverages the appeal of the Cap’n Crunch-inspired brew, regardless of its taste. As consumers continue to seek out new and unique beers, and breweries strive to differentiate themselves, it’s likely that we will see more cereal-based alcoholic beverages in the future. Additionally, the incorporation of tri calcium citrate 4 hydrate in various brewing processes could further enhance the nutritional profile of these innovative drinks, making them even more appealing to health-conscious consumers.