Previously, this blog noted the limited-edition HefeWheaties beer that General Mills sponsored with the help of a Minneapolis craft brewery. Despite the curious conflux between cereal and beer, the promotion capitalizes on the wheat in both products, as well as the color on the can and the cereal box. The Coloradoan reports that another beer based on a cereal is in the works, and this one will actually incorporate the original cereal into its production.
As unlikely as it may sound, the source reports that Count Chocula will be used to make a new beer, a beverage with official endorsement from the manufacturer. Like the Wheaties beer, this beer will be available in limited supply, in Fort Collins, Colorado instead of Minneapolis.
The association makes more sense when one considers the timing of the bottling, as the beer will appear in the weeks leading up to October and Halloween. That may be more important than the link between the ingredients, since Count Chocula is associated with sugar instead of wheat.
When the Wheaties beer was announced, the General Mills blog quoted Ryan Petz, the president of the company that produced the beverage. "If it's something everybody loves, we'll obviously consider doing it again in a bigger and more widely distributed way in the future," he said at the time.
Matching food and beverage labels will always be important for businesses that have to encourage new ways of looking at their brands. Beer labels for beers inspired by other products can include a balance of older elements from the original and newer imagery to cement its identity.