Is Beer the New Breakfast of Champions?

By Alyse Borkan  |  Aug 28, 2015
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Cereal lovers listen up: this new brew could be your new favorite after-work cold one. The idea of cereal soaked in alcohol is unfathomable, but a beer that tastes like cereal could be the best thing that’s ever happened to your happy hour. General Mills has created a Wheaties-branded Hefeweizen in partnership with Minneapolis craft brewery Fulton.

“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,” Fulton president and co-founder Ryan Petz says in this General Mills blog post.

For the foreseeable future, you’ll have to make your next vacation a trip to Minnesota if you want to try this new brew. Starting August 26, you can find HefeWheaties at the Twin Cities market available in four-pack cans of 16-ounce tallboys. Unfortunately, it won’t be available anywhere outside Minnesota. So seriously — start packing.

h/t Adweek

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