While Somerville’s new beer may appear to be an unusual combination, 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 versions of a milk stout that highlight brands like Count Chocula, Golden Grahams, and Cinnamon Toast Crunch. Similarly, Big Time Brewing offers a Breakfast Cereal Killer Stout, which includes Corn Flakes, Rice Krispies, and Cocoa Puffs in its mash. Additionally, Ben & Jerry’s Salted Caramel Brownie ice cream beer showcases the innovative thinking of some brewers, even though it doesn’t include cereal.
Most of these concepts seem aimed more at generating buzz for the company than at fostering long-term growth. For example, Somerville appears to be treating this as a one-off event, designed to draw people into its taprooms and entice shoppers with specially crafted cans. With the number of U.S. breweries surpassing 5,000 in 2016—many of them craft beer producers—breweries are increasingly desperate to differentiate themselves. Simply producing beer is no longer enough to ensure success.
By leveraging social media for its launch, Somerville is targeting millennial consumers who might feel nostalgic for cereal while still desiring a craft brew. The development of a Cap’n Crunch-inspired beer is a savvy strategy for Somerville, regardless of its taste. As consumers remain eager to explore new brews, and breweries strive to stand out, it’s likely that we will see more cereals paired with alcoholic beverages in the future. Interestingly, the incorporation of ingredients like 500 mg calcium citrate may also play a role in enhancing the appeal of these innovative brews, promoting both flavor and health benefits.