A name synonymous with your early morning cereal intake and numerous accounts of athlete endorsements, Wheaties ventured down the road less traveled by cereal companies by inducting its brand into the booming craft beer industry with HefeWheaties.
According to General Mills, the top dog in cereal brand production and all things potpourri, Fulton Brewery – with its headquarters in Minneapolis – will be the fortunate son in undertaking something probably deemed unorthodox for a company, whose main revenue falls in the wee hours of the day. But by generating a Hefeweizen-style beer, Wheaties moves into the primetime spot by introducing this 5-7 percent alcoholic beverage.
Fulton’s President and Co-Founder, Ryan Petz: “We were intrigued from the get-go on this idea for many reasons, including that we’re both Minneapolis companies, and that the beer and the cereal both started from the same place in terms of raw ingredients and the same city.”
However given how awkward of a move this is by Wheaties, the limited edition wheat beer, which will be injected with a 50 percent share of malted wheat, is a Twin Cities exclusive starting August 26th. Packaging arrangements include 16-ounce tallboy cans available only in four packs.
But as a precaution: not one soul should think about conjoining their morning Wheaties with a can of HefeWheaties.