UPP Liquids is the newest brewing venture from industry veteran Tonya Cornett, officially launching in Bend, Oregon this week in partnership with Immersion Brewing. Cornett joined Bend Brewing Company in 2002 and more recently was the R&D brewmaster at 10 Barrel Brewing before being unexpectedly laid off along with the rest of the innovation brewing team last September.
Since then, folks in the industry have been wondering where she and the other former 10 Barrel brewers would land, and when. The answer is, they landed UPP; here’s the press release officially announcing the new venture:
INTRODUCING UPP LIQUIDS: A BOLD NEW PARNERSHIP IN BEND’S CRAFT BEVERAGE SCENE
Immersion Brewing, a staple in Bend’s craft beer scene since 2016, is turning the page. The brewery is officially rebranding as UPP Liquids, a bold new name that represents a bigger vision: Uniting People and Places through unforgettable beverages.
This evolution marks more than just a name change. UPP Liquids is a fresh partnership between Immersion’s leadership and some of the craft industry’s most celebrated brewing minds. Together, they’re setting out to push boundaries and create new experiences in the world of beer and beyond.
“Immersion gave us a strong foundation, and now we’re ready to take things to the next level,” says co-founder Tonya Cornett, who helped name UPP after hearing time and again how people remember exactly where they were, and who they were with, when they first tasted a great beer.
At the helm of this exciting new venture is a stacked brewing team:
- Tonya Cornett
- Ian Larkin
- Ben Shirley
- Jose Ruiz
With decades of combined experience at Bend icons like Deschutes, 10 Barrel, and Bend Brewing Company, this dream team is behind the next wave of craft creativity. Expect beers, seltzers, ciders, and other “malternative” beverages that challenge expectations and inspire connection.
UPP Next:
New beverages, new collabs, same location
Interactive events, tastings, and community connectionThe taproom you know and love isn’t going anywhere, it’s just getting an UPPgrade. Same spot. New energy.
UPP has already been quietly releasing beer around the area since last month, including 1st UPP, a “super juicy IPA,” Chasin’ Sunsets, a yuzu ginger tart ale, and Arriba, a Mexican-style lager. On the Toasttab online order page at Immersion’s website, three other UPP beverages are listed: Simple Things, Blood IPA (maybe blood orange?), and a seltzer. And coming up, expect some more lagers for summer.
The New School has some additional details and quotes about the new venture as well.
Expect to see the Immersion branding changing over to UPP in the coming days and weeks; already the Instagram page has been changed to https://www.instagram.com/uppliquids/, and the Immersion Facebook page is showing the new name and logo.
