There’s a beer that tastes just like Lucky Charms
Beer is about to get even more magically delicious.
Just in time for St. Patrick’s Day, the Smartmouth Brewing Company is putting nostalgia on tap by releasing an IPA that tastes just like the colorful marshmallows found in Lucky Charms cereal.
The Saturday Morning IPA — meant to take your taste buds on a journey back to your childhood, when you sat on the couch with a bowl of Lucky Charms in your lap while you watched Saturday morning cartoons — was brewed with house-toasted marshmallows and what the Virginia brewer describes as “cereal marshmallows” (without naming the brand) in the mash. The sweet concoction is then hopped and dry-hopped with Galaxy and Calypso hops.
The brewer describes the playful IPA as having a “soft pillow body with a slight cereal taste … designed to remind you of your childhood when you used to sort through bowls of your favorite breakfast cereal to separate the marshmallows from the cereal.” The brew boasts 6.6% ABV (alcohol by volume), with a nose that is sweet and citrusy, with orange and pear aromas.
And while it doesn’t mention Lucky Charms by name, the cans feature a wavy rainbow and marshmallows shaped like pink hearts, green clovers, purple horseshoes and red balloons that are nearly identical to those printed on the Lucky Charms cereal box. A spokesperson from General MillsGIS, +1.24% , which makes Lucky Charms, told MarketWatch it was unaware that its children’s cereal was being used in an adult beverage: “For more than 50 years, Americans of all ages have loved Lucky Charms and its magical marshmallows. Like you, we learned about this through the media.”
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The “very limited” release will only be available at the brewer’s Norfolk location this Saturday, however, where beer lovers who are still kids at heart can taste the breakfast brew beginning at noon. It will be available on tap or in four-packs. The brewer has yet to respond to a MarketWatch request for comment.
But Smartmouth Brewing Company’s social-media posts promoting the “magically ridiculous” IPA have whet many craft beer lovers’ appetites.
This isn’t the first brewery to find some inspiration in the cereal aisle. California’s Brew Rebellion crafted its own Saturday Morning Cartoons beer, with flavors that have included a milk stout made with Fruity Pebbles, plus Cinnamon Toast Crunch, Apple Jacks and Cocoa Pebbles.
Turns out, Post’s Fruity Pebbles are a popular pick. Last summer, the Braman Winery & Brewery in Richmond, Texas, crafted a Fruity Pebbles Milkshake IPA. Ohio’s Homestead brewery previously made a Yabba Dabba Brew double IPA from the “Flintstones”-fronted cereal that features multicolored cereal bits. California’s Belching Beaver brewery tapped the same cereal (and Kellogg’s Froot Loops) for the It Goes Down in the A.M. Milkshake IPA.
The Big Somerville Brewing Company in Massachusetts previously brewed a 9% ABV Belgian ale with Cap’n Crunch Berries that it also called Saturday Morning, while Seattle’s Big Time Brewing Company created a Breakfast Cereal Killer Stout that blended Corn Flakes, Rice Krispies and Cocoa Puffs.
On the less sugary side, General Mills once joined Fulton Brewery to produce a Wheaties beer called HefeWheaties; a tongue-in-cheek take on a German hefeweizen beer that is usually made with more than 50% malted wheat. “We’re not saying it’s a breakfast beer, but we’re not saying it’s not,” Ryan Petz, president of the Minneapolis-based brewery, told NBC News at the time.
Beer: It’s part of a balanced breakfast.
These colorful concoctions are also part of the $26 billion craft beer market, which now accounts for more than 23% of the $111.4 billion U.S. beer market, according to the Brewers Association. Meanwhile, the big beer brands have suffered, with Bud Light and Miller Lite volumes down more than 25% over the past decade, and Coors Light down 13%, according to Beer Marketer’s Insights, as consumers have embraced craft beer and other alcoholic beverages.
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