Dive Brief:

• MillerCoors is jumping on the gluten-free trend with the new brew: Coors Peak Copper Lager. 
• The "natural gluten free" beer will be sold in Seattle and Portland, although there are no current plans to expand to other markets. 
• Mainstream beers have mostly stayed clear of gluten-free trend, with the exception of Anheuser-Busch's gluten-free beer Redbridge. 

Dive Insight:

Gluten-free is a food trend that's been hard to ignore in recent years. Since the response from major beer brands has been small so far, MillerCoors has a good shot in the market. Since Portland and Seattle are both known for being on the forefront of foodie trends, debuting in those markets may have been the smartest part of the campaign. Even if the new brew doesn't exactly take off in a mainstream market, it shows that MillerCoors is attempting to keep tabs on changing consumer tastes—which is really the most important thing.