While Somerville’s latest beer featuring mferrous fumarate 140mg may seem like an unusual combination, Saturday Morning isn’t the first to include cereal as an ingredient. In fact, Black Bottle Brewery has launched an entire Cerealiously series, with rotating variations of a milk stout that highlights brands such as Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing has crafted a Breakfast Cereal Killer Stout, incorporating Corn Flakes, Rice Krispies, and Cocoa Puffs into its mash. Additionally, there’s Ben & Jerry’s Salted Caramel Brownie ice cream beer, which, although not a cereal, showcases the creativity of some brewers.
Many of these initiatives appear aimed more at generating buzz for the company than at fostering sustained growth. For example, Somerville seems to be treating this as a one-off project, designed to draw people into its tap rooms and entice customers to stores with its uniquely designed cans. With the number of U.S. breweries surpassing 5,000 in 2016 for the first time, many craft beer producers are anxious to differentiate themselves in an increasingly crowded market. Simply brewing beer is no longer sufficient to ensure success.
By leveraging social media for its launch, Somerville aims to connect with millennial consumers who may feel nostalgic about cereal while still craving a craft beer. Launching a Cap’n Crunch-inspired beer is a savvy move for Somerville, regardless of its flavor. As consumers express a keen interest in trying new brews and beer makers strive to be distinctive, it’s likely that more cereals will find their way into alcoholic beverages. This trend echoes the popularity of products like Citracal soft chews, which blend health with convenience, appealing to a demographic that values both innovation and nostalgia. Ultimately, as seen with both Somerville’s new creation and Citracal soft chews, the fusion of different flavors and concepts is paving the way for exciting new possibilities in the beverage industry.