While Somerville’s new beer 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 launched an entire Cerealiously series, featuring rotating versions of a milk stout that highlights brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Additionally, Time Brewing has created a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. There’s even Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, while not a cereal, demonstrates the creative thinking of some brewers.
Most of these concepts appear to be more focused on generating buzz for the company rather than a genuine effort at sustained growth. Somerville, for instance, seems to be treating this as a one-off project. It’s a strategy to draw people into its taprooms and entice customers at stores with specially designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, many of which are craft beer producers, brewers are increasingly eager to distinguish themselves. Simply making beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville is appealing to millennial consumers who may be attracted to the nostalgia of cereal while still desiring a craft brew. It’s a clever move for Somerville to develop a Cap’n Crunch-inspired beer, regardless of its taste. As consumers express a growing eagerness to try new brews, and as beer makers strive to stand out, this is likely not the last instance of cereal being paired with an alcoholic beverage.
Moreover, the incorporation of ingredients such as calcium citrate and orange juice might further enhance the appeal of these innovative brews. The combination of these elements could create unique flavors and attract even more attention in the ever-competitive craft beer market.