In the heart of Bend, Oregon, a new chapter in craft brewing is unfolding as UPP Liquids takes over the former Immersion Brewing Co. This bold rebrand, announced in May 2025, marks a significant evolution in the local craft beverage scene, driven by a powerhouse team of industry veterans led by the renowned Tonya Cornett. With a collective 100+ years of brewing experience, UPP Liquids is poised to unite people and places through innovative beers, seltzers, and spirits that push the boundaries of flavor and creativity.
A Vision Born from Experience
UPP Liquids is the brainchild of Tonya Cornett, Ian Larkin, Jose Ruiz, and Ben Shirley—former members of 10 Barrel Brewing’s innovation team—partnering with Immersion Brewing owners Sean Lampe and Amanda Plattner. Cornett, a 30-year industry veteran and one of the world’s most decorated brewers, was unexpectedly laid off from her role as head of innovation and R&D at 10 Barrel in September 2024. The move shocked the craft beer community, but Cornett and her team have turned adversity into opportunity, launching UPP Liquids with a mission to create unforgettable beverages that resonate with a diverse audience.
The name “UPP” stands for Uniting People and Places, a nod to the emotional connections forged over a great drink. As Cornett explains, “People remember exactly where they were, and who they were with, when they first tasted a great beer.” This philosophy drives UPP Liquids to craft beverages that spark memories and foster community.
A New Era at Immersion Brewing
Located at 550 SW Industrial Way #185 in Bend’s vibrant Box Factory building, the former Immersion Brewing taproom and restaurant is undergoing a full refresh to embody the UPP Liquids ethos. While the space retains its role as a full-service restaurant and cocktail bar, the rebrand introduces a dynamic new energy, aptly described as an “UPPgrade.” The team plans to produce approximately 1,500 barrels annually, with one-third sold in the taproom and the remainder distributed in packages.
UPP Liquids is not just about beer. The brewery is expanding into hard seltzers, packaged cocktails, ciders, and meads, pending the approval of distilling licenses. This diversification reflects the team’s response to a rapidly changing beverage landscape, where consumer tastes are shifting away from traditional IPAs toward more varied and experimental offerings.
Innovative Brews and Bold Flavors
UPP Liquids has hit the ground running with a lineup of inaugural brews that showcase their creative flair. Their flagship offerings include:
1st Upp Super Juicy IPA: A vibrant, hop-forward IPA that’s already on tap at select Bend locations.
Chasin Sunsets: A yuzu ginger gart ale that blends tart citrus and spicy ginger for a refreshing twist.
Arriba: A crisp Mexican-style lager that pays homage to classic flavors with a modern edge.
These beers reflect UPP Liquids’ commitment to variety and innovation. “We love a constantly rotating lineup,” says Cornett. “We’ve always incorporated food and cocktail-inspired elements into our beverages.” Sours, a personal passion for Cornett, play a starring role in their portfolio, offering a gateway for cocktail drinkers to explore the world of craft beer. “Sours push the boundaries of what most people consider beer,” she notes, emphasizing their potential to attract a broader audience.
The team’s freedom from corporate constraints, previously experienced under Anheuser-Busch/InBev’s ownership of 10 Barrel, allows them to explore their creative whims. This autonomy is fueling a wave of experimentation, with plans for hard seltzer cocktails and spirits on the horizon.
Educating and Engaging Consumers
In an era of rising prices and evolving consumer preferences, UPP Liquids is committed to educating its audience about the value of craft beverages. Cornett recalls the early days of craft beer when education was key to winning over skeptical drinkers. “We moved past that with beer education,” she says. “Now more than ever, we need to give people a reason to spend their money in our breweries.” By offering diverse, high-quality beverages and hosting interactive events, UPP Liquids aims to keep consumers engaged and excited.
The taproom will serve as a hub for community connection, with tastings, collaborations, and events designed to bring people together. This focus on experience aligns with UPP Liquids’ broader vision of creating moments that linger in memory.
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