It's not quite beer for breakfast, but it's close. General Mills—makers of Wheaties and other breakfast cereals—is partnering with craft brewer and fellow Minneapolis-based company Fulton Beer to release a limited-edition brew called HefeWheaties.
The name is a play on "Hefeweizen," a German style of beer that's a perfect fit for Wheaties because it's brewed with over 50 percent malted wheat (so it's basically breakfast in a cup). It's a departure for Fulton, which has never made Hefeweizen brew before.
Wheaties' social media manager, Tony Libera, who has a friend in sales over at Fulton, first came up with the idea. As it worked its way up the ranks, both companies were enthused.
"We were intrigued from the get-go on this idea for many reasons, including that we’re both Minneapolis companies, and that the beer and the cereal both started from the same place in terms of raw ingredients and the same city," said Ryan Petz, president and co-founder of Fulton in a statement on the General Mills blog.
"This was a true partnership between Wheaties and Fulton," confirms David Oehler, marketing manager for Wheaties. "Both teams were passionate about this project and got to work quickly. We enjoyed the chance to collaborate with Fulton throughout the entire process from idea generation to can design."
The can is what most strongly evokes the cereal (there are no actual Wheaties in the beer itself). The iconic and vaguely retro orange will make the 16-ounce tallboy can easy to spot, but to scoop some up, you'll have to head to Minnesota. The beer will only be available in the Twin Cities market starting August 26.