It's a gluten-free world and we're all just living in it: MillerCoors announced that it will start slinging a gluten-free beer next month. According to a memo sent to AdAge, the "naturally gluten-free" beer is a version of Coors called Coors Peak Copper Lager. Apparently, Coors forgot that no matter how fancy the name, it will most likely only be purchased by keg-stand loving gluten-free bros. Coors tells AdAge that the company recently developed a mysterious "proprietary brewing process that is specifically designed to deliver a 100% gluten-free beer."
To make the beer, Coors will swap out barley for a combination of malted brown rice, brown rice, and pea protein. Furthermore, the beer is brewed separately from beers containing gluten to comply with gluten-free certification rules. Starting next month, the beer will be sold in Seattle and Portland.
The timing is perfect: Pizza Hut just announced that it would start selling gluten-free certified pies this month. What more could a gluten-free bro want than a gluten-free pizza with gluten-free beer?