Coors launches 'naturally gluten-free' beer

Coors Peak gluten-free beer is pictured. (Photo from Coors)

Coors is about to launch a major PR offensive to tout its new gluten-free beer in line with the dietary trend that continues to gain followers.

After first teasing the launch to AdAge earlier this year, Coors has officially launched its new Coors Peak, pitched as the world’s first naturally gluten-free lager.

While other gluten-free beers are sorghum-based or chemically treated, Coors Peak is produced using a process that malts brown rice rather than barley. Hops and caramel sugar are added to lend character and brightness, says the company.

Coors Peak will be available in Seattle and Portland for now as six and 12-pack bottles at grocery stores and select bars.

MillerCoors isn’t the first beer brand to hop on the gluten-free trend.

Anheuser-Busch’s Redbridge is also gluten-free and made from sorghum and available across the US.

Likewise, Pizza Hut launched gluten-free crusts earlier this year, following in the heels of Domino’s, one of the fast food pioneers, jumping on the trend back in 2012.

Bon Appetit magazine also has a round-up of the 10 best tasting gluten-free beers.