Upp Liquids from Tonya Cornett & former 10 Barrel innovation brewers takes over at Immersion Brewing — New School Beer + Cider
“We love variety and a constantly rotating line-up,” says Cornett on what kinds of beers we can expect from Upp Liquids. “We have always incorporated food and cocktail inspired elements into our beverages. We will offer a wide variety of beer styles including sours, of course.”
Under the ownership of Anheuser-Busch/InBev, 10 Barrel Brewing extended their products from beer into spirits with canned cocktails, hard cider, seltzer, and non-alcoholic drinks. In the current alcoholic beverage landscape it may not be enough to serve only one rapidly diminishing market thanks to changing tastes of consumers and price increases. The Upp Liquids team made up of former leaders in those innovations is not leaving those categories behind, but now are unbound by the limits of corporate initiatives and free again to explore their own creative whims.
“I think it is important to constantly educate your consumers. I can remember when craft beer was nearly impossible to sell. We moved past that with beer education. Now more than ever I think we need to give people a reason to spend their money in our breweries. We need to show them that there is much more to beer than IPAs. For me, sours have always pushed the boundaries of what most people consider beer. It is a fantastic opportunity to sway someone who may be a cocktail drinker to order a beer,” adds Tonya Cornett on her vision for staying relevant in a changing craft beer landscape.
Immersion Brewing (550 SW Industrial Way #185, Bend, OR 97702) is a full restaurant and cocktail bar space in Bend, Oregon’s popular Box Factory building just south of the core downtown area and adjacent to the Old Mill District. Immersion Brewing’s last day will be May 31st, after that it will undergo a full refresh and rebranding before reopening as Upp Liquids in early June 2025.
New beverages, new collabs, same location
Interactive events, tastings, and community connection
The taproom you know and love isn’t going anywhere, it’s just getting an
UPPgrade. Same spot. New energy.
