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!

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