HefeWheaties: The beer of champions?

by Eric Schroeder
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General Mills partnered with Fulton to create a limited-edition beer called HefeWheaties.

MINNEAPOLIS — General Mills, Inc. has partnered with Fulton, a craft brewery in Minneapolis, to create a limited-edition beer called HefeWheaties. Although the beer does not actually have Wheaties in it, it does contain wheat, and the beer can’s logo is similar to the iconic cereal box.

“This was a true partnership between Wheaties and Fulton,” said David Oehler, marketing manager for Wheaties. “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.”

The beer will be available for a limited time beginning Aug. 26 in the Twin Cities market in a 16-oz tallboy can. Four-can packs will be sold at limited retailers in the area while quantities last.

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