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

Bad day on the beer? This'll help

If you work for a brewer and are having a rough week, take a minute to regain some perspective with this, from the good people at US craft beer producer Sierra Nevada Brewing Co....

BLOG

Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord

Is this a case of if you can't beat them, buy them?...

BLOG

Non-alcoholic beer fails the Bernstein challenge

Crazy days in the Bernstein offices. Taking time out from being one of the world’s top beverage analysts, the Bernstein team, lead by its London-based veteran Trevor Stirling, held its very own taste ...

NEWS

Deutsch Family Wine & Spirits launches US$10m Josh Cellars campaign - video

Deutsch Family Wine & Spirits has lined up a digital advertising campaign in the US for its Josh Cellars wine brand. ...

BLOG

AG Barr launches Funkin innovation search

AG Barr has lined up a Funkin campaign in the UK to find an 'innovation champion'. ...

just-drinks homepage



Forgot your password?