Could this be the “beer of champions”?
Advertisement
Wheaties is teaming up with Fulton Beer, a fellow Minneapolis-based firm, for a limited-edition hefeweizen dubbed HefeWheaties.
And if you think about it, the combination actually makes a lot of sense.
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.
“Like many novel ideas, HefeWheaties was born out of a barroom conversation between two friends”, said David Oehler, Wheaties marketing manager. (Petz even worked at General Mills for a while.). Now, General Mills has done the inevitable and created a Wheaties-branded Hefeweizen in partnership with Minneapolis craft brewery Fulton.
Athlete endorsements had long boosted the sale of Wheaties since it was accidentally created in the 1920s, the Pop History Dig noted.
The beer will be available in the Twin Cities market starting August. 26 in a 16-ounce tallboy can, and four-packs will also be sold while they last.
Advertisement
“We had been sampling a number of hefeweizens, so we had been discussing with the Wheaties team what we liked”, said Fulton Beer president Ryan Petz, a former General Mills employee. “If it’s something everybody loves, we’ll obviously consider doing it again in a bigger and more widely distributed way in the future”.
