Wheaties Beer To Hit Twin Cities; General Mills Collaborates With Hefeweizen Brewer Fulton For Limited Edition HefeWheaties

By Alex Cruz

Aug 13, 2015 09:24 PM EDT

Wheaties is wheat cereal, while Hefeweizen is wheat beer. Combine them and you'll get theWheaties beer, HefeWheaties.

General Mills, a U.S.-based food company, is teaming up with Fulton, a brewery in Minneapolis to create HefeWheaties, which will only be available for a limited period of time. According to CNBC, General Mills noted in a press release that the alcoholic beverage would not really contain Wheaties' cereal but still represent the brand.

HefeWheaties will hit the market on Aug. 26, but it will not be available for shipment or purchase outside Minnesota. It comes in four-pack cans of 16-ounce tallboys.

While it was stated earlier that the Wheaties beer would only be available for a limited period of time, president and co-founder of the Fulton brewery Ryan Petz said it will depend on people's reception.

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

David Oehler, marketing manager for Wheaties, almost said the same thing, "We will determine if we should do this on a bigger scale with Fulton."

The Wheaties beer, the first of its kind for Fulton, is currently brewing. Oehler is yet to taste the end product, but is confident of its quality.

Oehler said that the target market for the "beer of champions" are millennial males. He told Today that for those over the age of 21, beer is an integral part of a celebration - especially after a sporting event.

The product recipe and design were a collaboration, Ad Week learned. The Wheaties beer idea came about because some employees from the General Mills are friends with some people at Fulton.

So, how did they come up with the name for the Wheaties beer?

Petz, who used to work with General Mills, said that they were discussing with the Wheaties team what they like. They were doing some sampling with a number of Hefeweizens, and then someone on the team just said HefeWheaties.