Blog: Andy MortonBeer and breakfast DO go together

Andy Morton | 13 August 2015

Is this the true breakfast of champions?

A craft brewer in Minneapolis has teamed up with Wheaties maker General Mills to launch a Hefeweizen beer called HefeWheaties.

According to Fortune, there's nothing of the breakfast cereal in the beer, nor is this a large undertaking. It's a limited-edition for the Minnesota area and only came about because the co-founder of the brewer used to work for General Mills.

But it should give beer makers pause for thought.

If a UK brewer can hook up with heavy metal band Iron Maiden and make solid enough sales for Queen to get in on the action, then surely partnerships between food brands and beer could work.

Of course, the most important thing would be the resultant pun from the branding mash-up, but though I've sat here for ten minutes trying to think of one, I can't make anything work.

I'll get back to you on that.

UPDATE: Coco Hops!

BLOG

Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....

BLOG

Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

BLOG

Heineken brings commercial know-how to new recruitment drive

Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...

BLOG

Queues are forming for latest (Jim Beam) Apple product

Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....

just-drinks homepage



Forgot your password?