Wheaties Is Partnering With A Craft Brewery To Create The New Breakfast Of Champions: Beer

Wheaties, the Breakfast of Champsion, is partnering with Minneapolis’ Fulton Brewery to release a limited edition ‘HefeWheaties’ beer because not enough people are drinking beer for breakfast and the cereal long synonymous with olympic athletes wants to change that.

As you may be able to deduce from the name, the ‘HefeWheaties’ beer being brewed by Fulton Brewery in Minneapolis will be a hefeweizen beer. And while the HefeWheaties beer won’t actually have any Wheaties cereal in it at all, but as hefewizens are often brewed using 50% percent malted wheat (or more) the symbiosis between the beer and the brand made perfect sense.

In a blog post on the Wheaties website the (completely bland and tasteless) cereal juggernaut announced the limited edition HefeWheaties beer offering and partnership with Fulton Brewery:

“This was a true partnership between Wheaties and Fulton,” says David Oehler, marketing manager, Wheaties. “Both teams were passionate about this project and got to work quickly. We enjoyed the chance to collaborate with Fulton throughout the entire process from idea generation to can design.”
The idea for HefeWheaties came up earlier this summer, thanks to some connections between Fulton’s team and employees at General Mills.
Tony Libera, who manages the social media accounts for Wheaties, chatted about the possibility of a beer partnership for the brand with a friend who was a sales representative for Fulton, and the plans were put in motion from there.

So where can you find HefeWheaties?

For a limited time, beginning August 26, it will be available in the Twin Cities market in a 16oz. tallboy can. 4-packs will be sold at limited retailers in the area, while quantities last. HefeWheaties will not be available for shipment or purchase outside of Minnesota.
Also, the Fulton taproom in Minneapolis will host several events featuring HefeWheaties, with the first being held on 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.”

I now have 2 questions:

Which of you bros living in the Twin Cities market are going to seek out the HefeWheaties beer beginning on August 26th?

And which of you bros seeking out this beer can then mail me a 4-pack to the BroBible office to taste?

Even though the hefeweizen isn’t my beer style of choice, I 100% want to at least taste the collaboration between Wheaties and Fulton Brewery so I can tell you bros whether or not you should go out and drink it! So if any of you bros want to mail me a 4-pack shoot me some a message in the comments down below (or on Twitter), and we can work out the details!

[Tip of the hat to my buddy Kyle O. for sharing this news with me!]