Starting next month, MillerCoors will roll out a gluten-free version of Coors called “Coors Peak Copper Lager.” 

In an email to AdAge, MillerCoors described the GF Coors as a “light to medium-bodied crisp copper lager” with a “malty, slight caramel profile offset by subtly spicy hops and the finish is slightly bitter, crisp and perfectly balanced.”

The Chicago-based company plans to launch Coors Peak Copper Lager in Portland and Seattle first (seems appropriate).

Big food companies are adding gluten-free offerings to their portfolios at a rapid pace—just look at Pizza Hut’s gluten free pizza, which the chain will begin selling on January 26Anheuser-Busch released their sorghum, gluten-free brand “Redbridge” in 2006, which is currently available nationwide. 

In a press release attained by AdAge, Coors states its reasoning behind launching a gluten-free beer:

“With more consumers living a gluten free-lifestyle, there are few satisfying choices in the beer category. Our brewers have developed a proprietary brewing process that is specifically designed to deliver a 100% gluten free beer worthy of the Coors name.”

According to a study by the research firm Datamonitor, roughly 44 million Americans show interest in purchasing gluten-free products of all kinds, and 22% of Americans buy gluten-free products occasionally. Those numbers aren’t small. And there were about 3,000 new gluten-free snack product introductions in the U.S. from 2008 to 2010, according to the consumer research specialist Mintel.

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[via AdAge]

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