"With more consumers living a gluten free-lifestyle, there are few satisfying choices in the beer category," the brewer stated in a memo shared with Ad Age about the upcoming Coors Peak Copper Lager.
"Our brewers have developed a proprietary brewing process that is specifically designed to deliver a 100% gluten free beer worthy of the Coors name."
Coors Peak Copper Lager will be made with brown rice, brown rice, and protein from peas, a spokesman told AdAge. The beer will also be brewed separately from beers that contain gluten in order to comply with gluten-free certification rules.
The beer is described 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."
For the foreseeable future, distribution is expected to be limited to Seattle and Portland.