Wheaties are revered as the “Breakfast of Champions.” So if the brand releases a beer, it should be naturally referred to as the “Beer of Champions.”
The Wheaties beer will be produced at the Fulton brewery in Minneapolis. It is a hefeweizen, a south-German style of wheat beer made with 50 percent malted wheat — a perfect match for the wheat cereal.
Ryan Petz, president and co-founder of Fulton, explained in a blog post on the General Mills website that this pairing between the cereal and beer makes sense because both companies are based in Minnesota. “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,” Petz said.
HefeWheaties will only be sold in the Twin Cities area beginning August 26.