New Brew Inspired by Wheaties Aims to Be the Beer of Champions


We’re calling it: 2015 will go down in history as the year of the novelty beers.

Wheaties has partnered with Fulton, a craft brewery in Minneapolis, to create HefeWheaties — that’s right, HefeWheaties — a new limited-edition Hefeweizen beer named after the iconic cereal.

While there aren’t actual Wheaties crushed into the beer (a missed opportunity, we know), both Wheaties and HefeWheaties are derived from wheat, so … yep, that’s pretty much the extent of the connection.

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

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Hefeweizen is a delicious German style of wheat beer, brewed with over 50 percent malted wheat, so we’re sure HefeWheaties tastes delicious, if nothing like its cereal namesake.

The new beer, decorated in the style of Wheaties cereal, has us wondering whether wheat beer and Wheaties cereal actually makes the perfect boozy brunch.

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HefeWheaties will be available in the Twin Cities area beginning August 26

“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.”—Maria Yagoda, @mariayagoda

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