Introducing HefeWheaties, Beer of Champions

Did a cereal-maker bust into the taproom? This initiative will test the waters.

Introducing HefeWheaties, Beer of Champions Photo (cc) by I Should Be Folding Laundry

What happens when the maker of a popular cereal and a brewer get together and collaborate on a product? In the case of Wheaties and Fulton Beer, a new beer is born.

Wheaties’ maker General Mills announced the unlikely partnership in a recent blog post.

“Wheaties is not actually in the beer, but there is wheat,” GM said.

The limited-edition Hefeweizen beer has been coined – drumroll, please – HefeWheaties.

It doesn’t really roll off the tongue, does it?

“We had been sampling a number of Hefeweizens, so we had been discussing with the Wheaties team what we liked,” said Ryan Petz, president and co-founder of Fulton. “Someone on the team said HefeWheaties, and it kind of sprung out from there.”

GM said the prefix “Hefe” means, “with yeast,” so HefeWheaties literally means “with yeast Wheaties.”

Hefeweizen beer is typically made with more than 50 percent malted wheat, “making it a natural fit for Wheaties,” the blog said.

The specially brewed HefeWheaties will be available for purchase in 16-ounce cans later this month in the Minneapolis-St. Paul region. It will also be featured in the Fulton taproom in Minneapolis.

“We’ll see how people react to it,” says Petz. “If it’s something everybody loves, we’ll obviously consider doing it again in a bigger and more widely distributed way in the future.”

What do you think of HefeWheaties? Is it a beer you’d try? Share your comments below or on our Facebook page.

Krystal Steinmetz
Krystal Steinmetz
A former television and radio reporter, I stay at home with my two young children, run a small craft business and freelance for Money Talks News. I have a BA in journalism ... More


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