UPP Liquids: A Bold New Chapter in Bend’s Craft Beverage Scene

In May 2025, Immersion Brewing, a staple in Central Oreogons craft beer community since 2016, rebranded as UPP Liquids in Bend, Oregon. The new name: UPP standing for Uniting People and Places, reflects a broader vision of community and innovation in the craft beverage industry.

What’s Behind the Rebrand?

The rebrand is spearheaded by Tonya Cornett, a 30-year brewing veteran and recipient of the prestigious 2024 Russell Schehrer Award for Innovation in Craft Brewing. Joining her are former 10 Barrel Brewing innovation brewers Ian Larkin, Ben Shirley, and Jose Ruiz. Together, they aim to elevate Bend’s brewing culture by introducing a diverse range of beverages that go beyond traditional beer.

UPP Liquids Bend logo – award-winning craft brewery and taproom in Bend, Oregon

A Diverse Beverage Lineup

UPP Liquids Bend is expanding its offerings, bringing exciting new choices to craft beverage enthusiasts:

  • Hard Seltzers: Light and refreshing, perfect for any occasion, whether you’re relaxing in the taproom or enjoying Bend’s outdoors.
  • Ciders: Made from locally sourced apples, delivering a crisp and flavorful experience with every sip.
  • Meads: Honey-based wines that provide a naturally sweet and distinctive taste.
  • Cocktails: Once licensing is finalized, innovative mixed drinks will join the lineup, offering even more ways to enjoy the taproom.

This expansion demonstrates UPP Liquids dedication to meeting evolving tastes while offering a variety of options for every palate.

Creative Flavor Adventures

Visitors can also explore bold, rotating brews that spark curiosity and conversation:

  • Super Juicy IPA: A hop-forward beer bursting with tropical flavors.
  • Yuzu-Ginger Tart Ale: A unique combination of tartness and spice that excites the senses.
  • Mexican-Style Lager: Crisp, refreshing, and perfectly balanced with a hint of lime.

Together, these innovative beers reflect UPP Liquids Bend’s commitment to creativity, connection, and craft excellence.

Same Location, Upgraded Experience

Nestled in the Box Factory at 550 SW Industrial Way, UPP Liquids Bend has transformed the familiar taproom into a vibrant, welcoming space. With upgraded offerings and a lively atmosphere, both new visitors and longtime fans can enjoy a fresh, memorable experience.

Why This Matters to Bend

With more than 100 years of combined brewing expertise, the UPP Liquids team is set to elevate the local brewing culture. As Tonya Cornett explains:

“Immersion gave us a strong foundation. Now we’re ready to take things to the next level,” building a place where community, innovation, and unforgettable experiences converge.