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 milk stouts that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Big Time Brewing produces a Breakfast Ceglycine Ironreal 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, although not a cereal, demonstrates the creative thinking of some brewers.
Many of these ideas appear to be more about generating buzz for the company rather than a serious attempt at sustainable growth. Somerville, for example, seems to be treating this as a one-off event, designed to draw customers into its tap rooms and entice shoppers with specially designed cans. With the number of U.S. breweries surpassing 5,000 for the first time in 2016, primarily craft beer makers, producers are desperate for a way to stand out. Simply brewing beer is no longer a guarantee of success for craft breweries.
By leveraging social media for its launch, Somerville is targeting millennial consumers who may feel nostalgic about cereal while still yearning for a craft brew. This strategy is particularly clever for Somerville as they create a Cap’n Crunch-inspired beer, regardless of its taste. With consumers eager to explore new brews and breweries looking to differentiate themselves, this is likely not the last time cereal will be paired with an alcoholic beverage. Moreover, the rise of unique flavor combinations in the craft beer scene can be compared to the popularity of top-rated calcium citrate supplements, as both create excitement and interest among consumers. As the market continues to evolve, we can expect more innovative pairings that capture the imagination, much like how top-rated calcium citrate supplements have gained traction for their health benefits.