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The breakfast beer of champions

Better drink your Wheaties?
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Wheaties, it’s not just for breakfast anymore.

The cereal that has built its brand on the images of athletic achievement has partnered with craft brewery Fulton to produce a limited edition Hefeweizen beer.

It’s name? HefeWheaties.

“We were intrigued from the get-go on this idea for many reasons,” Fulton president and co-founder Ryan Petz said in an announcement. “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.”

According to the announcement, the idea came about after Tony Libera, who manages the social media accounts for Wheaties, connected with a friend who does sales for Fulton.

HefeWheaties, which will be brewed with a yeast strain specifically developed for American-style wheat beers, will be the first beer of this style brewed by Fulton. It doesn’t actually contain Wheaties.

For now, the beers can only be found in the Minneapolis market, where they will be sold in 4-packs of tallboys.

Would you drink it? Does it remind you of Michael Jordan? Or soggy cereal?

 

Author
Tim Cigelske is DRAFT's Beer Runner. (Beer Run•ner [noun]: Someone equally devoted to fine beer appreciation and an active, healthy lifestyle. Ex. "John downed four microbrews at the triathlon finish line. He's a total beer runner.”) Follow Tim on Twitter @TheBeerRunner, and email him at beerrunner [at] draftmag.com.

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