One of the Most Iconic American Beer Brands Is FINALLY Releasing an NA

Coors has a long, storied history of making drinking beer look really, really fun. Remember the commercials with the rambunctious dudes clamoring over mountain tops, tossing a frisbee to a talented dog, and playing volleyball in dangerously close proximity to a ski lift? Well, now you don’t even have to consume alcohol to “tap the Rockies” with the best of them. 

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Coors 0.0% is launching in May

Unless you’re big on NAs, it may have escaped your attention that Coors has never made a non-alcoholic beer—until now. The Colorado-coded beer brand is launching Coors 0.0%, a 0 ABV beer that purports to taste just as refreshing as the Coors beers in your stepdad Rick’s garage fridge. (I can’t totally explain why Coors is stepdad beer; it just is.) 

Despite the brand’s association with the Mountain region, their new NA is launching in “select markets” in the Northeast next month, and then going nationwide in 2027. If you live on the West Coast or somewhere in Middle America, it sounds like you’ll have to keep swigging those Heineken 0.0s until then. 

What else is Coors up to these days? 

Oh, glad you asked. Well, they’ve enlisted Andres Cantor, the soccer announcer known for prolonging the word “GOOOOOOOAL” when a player scores, for an activation that involves something they’re calling the Coooors Call. They’re encouraging fans to submit their own Coooors Calls for a chance to win beer money and other prizes.

Honestly, we’re a little sketchy on the details right now (believe me, I read the release more than once), but a website is launching on April 30 that should make the rules a little clearer.