The beer of champions: Wheaties brew to debut Aug. 26

A partnership between General Mills Inc. and Fulton Beer is sure to be known as the “beer of champions.”

The Minnesota-based companies announced a collaboration craft beer this week that will be known as HefeWheaties.

The hefeweizen-style wheat beer is scheduled to debut Aug. 26 at Fulton’s 414-Sixth Ave. N Minneapolis taproom a few blocks from Target Field. The beer is also scheduled to get a limited distribution run and will feature a can that resembles a Wheaties box.

“A lot of times beer is involved in celebrating championship moments, so it felt like a great opportunity and partnership,” said General Mills marketing manager David Oehler. “Plus we are two local companies with wheat as a big part of our product.”

The project came together within three months of informal discussions, the first of which came over beers.

Fulton co-founder and marketing director Tucker Gerrick said a number of the brewery’s employees have ties to General Mills, including a few who formerly worked at the global food company.

HefeWheaties is based off a homebrew recipe originally made by Fulton co-founder and president Ryan Petz. Oehler said General Mills executives tasted different test batches but have yet to test the final product.

Fulton is also known for its India pale ale called Sweet Child Of Vine that was named after a Guns N’ Roses song, and American pale ale called The Ringer and Russian imperial stout called Worthy Adversary that were named after references to the 1998 film “The Big Lebowski.”

“We are always looking to do something creative,” Gerrick said. “We are in an industry were you are supposed to have fun, so we try to take advantage of that.”

Collaboration beers between breweries have been popular in the craft beer industry, but now Gerrick believes co-branding partnerships like the one with Fulton and General Mills could become a trend.

“Like a lot of industries, you are always thinking about how to reach out to new markets and build a broader, deeper marketing base,” Gerrick said. “A collaboration done well is a way to reach new people. It gives you a different opportunity to tell your story.”

According to the Brewers Association, Fulton was Minnesota’s fifth largest craft brewery in 2014, producing 16,643 barrels.

Wheaties, marketed as “the breakfast of champions,” was created in 1921 and became a household brand in the 1930s when it partnered with Major League Baseball.

Follow Jake Laxen on Twitter and Instagram @jacoblaxen.

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