PRESS RELEASE BEND, OR – 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 connection The taproom you know and love isn’t going anywhere, it’s just getting an UPPgrade. Same spot. New energy.