The General Mills cereal brand Wheaties has made a supremely awesome move to get back into customer favor: extending the brand to beer. Partnering with the Minnesota-based microbrewery Fulton, “HefeWheaties” is a hefeweizen-style ale that will be marketed in 16-oz “tallboy” cans.
Why Minnesota? Well, cereal and brewery are rooted in the Twin City. And as the story goes, the collaboration was borne out of a General Mills employee just having a close connection at Fulton.
For now the beer will only be available in Minnesota, but General Mills is not treating this like a stunt. If response is strong, the company may consider doing the beer in a bigger distribution.
Why It’s Hot
Beer is always a good way to grab people’s attention. And let’s face it, Wheaties hasn’t exactly been a cereal brand at the top of everyone’s minds these days. HefeWheaties was a smart, interesting way to get attention back to this legacy brand in and exciting fashion that brings interest by particularly younger audiences. And General Mills treating this as more than just a one-off shows the company is committed to smart business, not just PR.