They're always after me beer that tastes like Lucky Charms

An IPA that evokes General Mills' famous cereal prompted a frenzy.
Author:
Publish date:

An IPA beer inspired by Lucky Charms breakfast people is exchanging hands for hundreds of dollars after a frenzied launch this past weekend.

Unfortunately for Minnesotans, the beer-makers behind the innovation – Smartmouth Brewing Co. – is based in Norfolk, Virginia, with the local angle here of course being that Lucky Charms are the creation of Golden Valley-based General Mills.

Nonetheless, Smartmouth had no idea how much of a hit it had on its hands as it prepared to release its Saturday Morning IPA that is brewed with "house-toasted marshmallows and cereal marshmallows in the mash."

As Food Network reports, a line of several hundred, potentially thousands, of customers stretched for blocks ahead of the beer's Saturday release, with the entire batch selling out in an hour-and-a-half.

What's more, WTKR reports that a single four-pack of the beer exchanged hands for a whopping $450 on eBay, while someone has bid more than $100 for a single, empty can of the beer.

Follow Bring Me The News on YouTube

Lucky Charms debuted in 1964, after cereal inventors at General Mills were tasked with coming up with a new brand that would be popular with kids.

It became the first cereal to include marshmallow pieces, with MrBreakfast reporting that cereal "lore" says that the idea was sparked when Cheerios were mixed with pieces of Circus Peanut candies.

Next Up

Bob Kroll

What Minneapolis Police Lt. Bob Kroll said in Sunday radio interview

Kroll said that once he's retired he'll go "radio silent."

coronavirus, SARS-CoV-2, covid-19

Here is Minnesota's COVID update for Sunday, January 17

The health department provides updates daily at 11 a.m.

Sen. Julia Coleman

'No one's business': State senator calls out attack on her pregnancy

Sen. Julia Coleman represents Minnesota's District 47.

Willmar Police Department

'Errant bullet' goes through garage wall, kills Willmar man

The man was working in his garage when he was shot, witnesses said.

Screen Shot 2021-01-16 at 10.59.00 PM

Wild tie Kings with 2 seconds left, win in overtime

Another incredible finish for the Wild.

Screen Shot 2021-01-16 at 6.53.17 PM

Mike Lindell's MyPillow offering discounts using the code 'Qanon'

The Shakopee-based company is under the microscope because of the recent actions of its owner.

Surly Brewing

Facing aluminum can shortage, Surly unveils solution: 'Cantyhose'

The brewery came up with a creative way to repurpose unused cans.

Liam Robbins

Gophers stay perfect at home by crushing 7th-ranked Michigan

Liam Robbins and Marcus Carr were too much for the previously undefeated Wolverines.

police lights

Four teens arrested over robberies in Minneapolis

They teens were found in a vehicle that was taken during an earlier carjacking.

Boundary Waters/BWCA

All BWCA visitors will now have to watch three 'Leave No Trace' videos

Visitors left an "unacceptably high amount" of damage last year.

Related