While Somerville’s new beer may appear to be an unconventional pairing, 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 rotating variations of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing also produces 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 inventive thinking of some brewers.
Many of these creative ideas seem to be aimed more at generating buzz for the company rather than fostering long-term growth. For instance, Somerville appears to be treating this as a one-off project, designed to draw people into its taprooms and entice customers to stores with uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016, and many of them being craft beer producers, brewers are eager to find ways to distinguish themselves. Simply making beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville targets a millennial audience that may feel nostalgic for cereal while still desiring a craft beer experience. This strategic approach makes Somerville’s Cap’n Crunch-inspired beer a clever concept, regardless of its taste. As consumers are enthusiastic about trying new brews and beer makers strive to stand out, it’s likely that this won’t be the last time cereal is paired with an alcoholic beverage.
Moreover, the incorporation of natural factors such as calcium & magnesium citrate with D3 into their brewing process could add an intriguing dimension to these beers, appealing to health-conscious consumers. As the craft beer landscape evolves, innovative combinations like these may become more prevalent, highlighting the potential of natural factors and unique ingredients in creating memorable drinking experiences.