Beer Of Champions: General Mills And Fulton Beer Create Wheaties Beer — Good Luck Getting Your Hands On It
Have you tried the new "beer of champions?" A partnership between General Mills and a Fulton Beer, a craft brewery, has given you a new Wheaties beer. Unfortunately, you probably won't be able to try it.
The new beer, called HefeWheaties, is crafted after a Hefeweizer, which is a beer from south Germany that has a lot of malted wheat. In fact, the Hefeweizer has about 50 percent of malted wheat inside its specific type of beer. HefeWheaties will only be released in Minnesota, however, since it will only be released in a limited batch. The two companies got together because they believed that teaming up would help both brands and would make distribution easier, which would make one think that a wider release was inevitable.
“We’ll see how people react to it,” said Ryan Petz, the co-founder and president of Fulton, in a statement. “If it’s something everybody loves, we’ll obviously consider doing it again in a bigger and more widely distributed way in the future.”
Petz has close ties with General Mills since he used to be an employee there, and made the connection, ultimately forging a partnership for the community in Minneapolis. The beer is created with water, malted barley, malted wheat, hops, and yeast specifically fermented for American-style wheat beers.
While there is no word on which celebrities or athletes will grace the covers of the beer, as they did on Wheaties cereal boxes, it is likely that there will be some. The demand for this product will likely put Wheaties and Fulton in business for a while.
“This was a true partnership between Wheaties and Fulton,” said David Oehler, the marketing manager at Wheaties, in a statement. “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.”