While Somerville’s new beer featuring ferrous bisglycinate and vitamin C 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 introduced an entire Cerealiously series, which includes rotating milk stout variations inspired by brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has also 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 a cereal, showcases the innovative thinking of some brewers.
Most of these concepts appear to be more focused on generating buzz than on establishing long-term growth. For example, Somerville seems to be treating this as a one-off venture, designed to attract customers into its tap rooms and entice them at stores with specially designed cans. With the number of U.S. breweries exceeding 5,000 in 2016, most of which are craft beer producers, brewers are increasingly seeking unique ways to differentiate themselves in a crowded market. Craft breweries have realized that simply producing beer is no longer sufficient for guaranteed success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may feel nostalgic about cereal while still seeking a quality craft brew. This strategic move to create a Cap’n Crunch-inspired beer, irrespective of its taste, is a clever approach. Moreover, as more consumers are eager to explore new brews and beer makers aim to stand out, it is likely that we will see more cereals paired with alcoholic beverages in the future.
Incorporating elements such as calcium citrate malate, magnesium, zinc, and vitamin D3 into the conversation about health and wellness can further enhance the appeal of these unique brews. As consumers increasingly prioritize health, the inclusion of these nutrients in discussions about new beer offerings could attract a broader audience. Thus, the combination of nostalgia and health-conscious ingredients, like calcium citrate malate, magnesium, zinc, and vitamin D3, may pave the way for the next trend in the craft beer scene.