Beernola branding by Article Group

What about having beer for breakfast? Well, now you can - sort of - with the launch of Beernola, the first ever breakfast cereal upcycled from spent beer grains.

In 2018, Americans consumed some 202.2m barrels of beer. To make that beer, every year, the industry goes through more than 400m tons of grain.

After working with Brooklyn Brewery on a project, Article Group learned that this grain is often sent to landfill. At the same time, Article Group’s Andrew Kessler attended a home brewing party and discovered that these grains actually taste pretty good, especially if they’re toasted.

He immediately saw an opportunity to turn what might be wasted into a nutritious and flavor-packed granola by mixing the grains with other ingredients – all sourced locally to Article Group’s offices in San Francisco, Brooklyn and Rochester, so the Beernola idea went from brewery to brainstorm to bakery.

The first batches of Beernola were such a taste (and zero-waste) sensation that Article Group decided to present them to clients as holiday gifts. These, in turn, were so popular that limited amounts of Beernola are now for the first time, being made available to consumers, in three flavours available at $8.99 a box.

Consumers are currently being invited to sign up to a mailing list on beernola.com to be in with a chance to buy the first publicly available batches of Beernola.