Breakfast Beer of Champions: Wheaties Announces Beer Release

by Ryan Hudak on Aug 19, 2015 in Beer

With everyone and their mother trying to get in on the burgeoning beer game, what’s one more odd company joining the mix? That must be what Wheaties thought when they contacted Fulton Brewery to make HefeWheaties, a wheat beer based on the popular breakfast cereal. At least, it was popular in the 90s. Is it still popular today? Maybe that’s what they’re trying to do here.

The blog post from General Mills doesn’t answer any questions, either. With such reasoning as, “Wheaties is not actually in the beer, but there is wheat. And that connection helped both brands try something interesting.” So this interesting new beer is based on the fact that wheat is a beer style, and also a word that happens to be in the name Wheaties? That’s it? You couldn’t at least pretend to use the same ingredients, or age the beer on a few boxes of Wheaties?

The blog post goes on to describe the beer: “It’s brewed with water, malted wheat, malted barley, hops from Germany, the U.S., and Australia, and a yeast strain specifically developed for fermenting American style wheat beers.” So, in other words, a standard, run-of-the-mill hefeweizen with no features to stand it apart from other beers other than the packaging.

I’m sure sports stars will be jumping over themselves to promote that kind of mediocrity. Although, as with General Mills, they’d probably only be interested in the sponsorship money and clearly not what is going on inside the cans—another boom for the craft beer industry, to be sure. Drink your HefeWheaties, and maybe one day you too can aspire to this kind of middle-of-the-road performance.  

Photo via General Mills

 


Tags: Beer
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
New Deal Pear Brandy Has Come to Portland

New Deal Pear Brandy Has Come to Portland

Pear brandy is an essential aspect of Portland's spirits scene. Clear Creek, Portland's oldest distillery, developed the first bottles of its flagshi...read more ›

by Alexander Frane Jan 16, 2018
Portland's Best Bar Snacks

Portland's Best Bar Snacks

Here are some of our favorite bars to grab a snack or meal in town. ...read more ›

by Alexander Frane Jan 16, 2018
Game of Thrones & HBO Are Releasing their 13th Beer Collaboration, Hand of the Queen

Game of Thrones & HBO Are Releasing their 13th Beer Collaboration, Hand of the Queen

Game of Thrones might not be coming back until 2019, but you can still drink like Tyrion Lannister with the ne...read more ›

by Drink Philly Jan 12, 2018
SPONSORED
Vodka-Infused Chocolate is Here to Ruin Your New Year's Resolutions

Vodka-Infused Chocolate is Here to Ruin Your New Year's Resolutions

The adult candy company, Sugarfina, is behind this sinful creation of vodka-infused chocolate cordials, and th...read more ›

by Jessie Donofrio Jan 10, 2018
'World's Most Expensive' Vodka Bottle Stolen, Later Found Empty

'World's Most Expensive' Vodka Bottle Stolen, Later Found Empty

The bar world was shaken last week when a bottle of vodka, reportedly the most expensive in the world at $1.3 million, was stolen from Cafe 33, a bar ...read more ›

by Alexander Frane Jan 9, 2018
Hangover-Free Cannabis Wine Now Being Sold in California

Hangover-Free Cannabis Wine Now Being Sold in California

Rebel Coast Winery was ready for California's change in legislation, as their marijuana-infused sauvignon blanc hit the shelves as the clock struck mi...read more ›

by Jessie Donofrio Jan 3, 2018
A New Study Shows that Wine Glasses Are Getting Bigger and Bigger

A New Study Shows that Wine Glasses Are Getting Bigger and Bigger

Good news for winos: a new study from the University of Cambridge says that the size of a standard wine glass is a full seven times larger than it was...read more ›

by The Drink Nation Jan 3, 2018
Hero Kiwis Built an Island in New Zealand For a New Year's Eve Party

Hero Kiwis Built an Island in New Zealand For a New Year's Eve Party

A group of New Zealanders in the town of Tairua on the Coromandel peninsula rang in the New Year in the best w...read more ›

by Alexander Frane Jan 3, 2018
Brave the Winter with Hot Drinks in Portland

Brave the Winter with Hot Drinks in Portland

It's cold, and the best solution for that is to try out some hot cocktails. We rounded up nine of our favorite hot cocktails for 2017....read more ›

by Alexander Frane Jan 3, 2018
Where to Ring in 2018 in Portland

Where to Ring in 2018 in Portland

It seems that Portland, as a whole, is ready to move on from 2017 to whatever challenges await us in the New Year....read more ›

by Alexander Frane Dec 27, 2017
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close