Minneapolis-based craft brewery Fulton has teamed up with cereal food giant General Mills to create a brand new wheat beer inspired by the Wheaties brand of cereal.
It's being called 'HefeWheaties' and is named after the South German styled type of wheat beer known as Hefeweizen, which can be recognized for its high wheat content and light hop taste. The beer itself doesn't contain any actual Wheaties cereal, but the two do share the same main ingredient of wheat. The reason the collaboration sprung up was due to mutual connections that existed between the owners of Fulton Brewery and several key employees of General Mills.
Soon, 'HefeWheaties' will be made available in four packs of 16-ounce tall cans, but only for a limited time, and even then only in the state of Minnesota.
What's Driving This Trend
- Collaborative Brewing
- Craft breweries team up with non-beer brands to create unique beer flavors.
- Branded Beverages
- Companies leverage iconic brands to create new products in the beverage industry.
- Limited Edition Offerings
- Businesses create scarcity and exclusivity by offering products for a limited time and in specific locations.
Who This Affects Most
- Craft Beer
- Craft breweries have the opportunity to collaborate with non-beer brands to create innovative and unique flavors.
- Food and Beverage
- Companies in the food and beverage industry can leverage their established brands to expand into new product categories, such as branded beverages.
- Retail
- Retailers can capitalize on limited edition offerings by creating excitement and urgency among consumers.
