{"id":252831,"date":"2025-05-22T23:27:23","date_gmt":"2025-05-22T23:27:23","guid":{"rendered":"https:\/\/peraltafinancing.com\/recipes\/category-a-b\/beer\/upp-liquids-from-tonya-cornett-former-10-barrel-innovation-brewers-takes-over-at-immersion-brewing-new-school-beer-cider\/"},"modified":"2025-05-22T23:27:23","modified_gmt":"2025-05-22T23:27:23","slug":"upp-liquids-from-tonya-cornett-former-10-barrel-innovation-brewers-takes-over-at-immersion-brewing-new-school-beer-cider","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=252831","title":{"rendered":"Upp Liquids from Tonya Cornett &#038; former 10 Barrel innovation brewers takes over at Immersion Brewing \u2014 New School Beer + Cider"},"content":{"rendered":"<p> <br \/>\n<br \/><img decoding=\"async\" src=\"https:\/\/images.squarespace-cdn.com\/content\/v1\/5f5a624a96e5374cbcece43b\/1747769212174-RXRFZ48RTB1IYWCGFM8G\/Upp+Liquids+from+Tonya+Cornett+at+Immersion+Brewing.jpg?format=1500w\" \/><\/p>\n<div>\n<p class=\"\" style=\"white-space:pre-wrap;\">\u201cWe love variety and a constantly rotating line-up,\u201d says Cornett on what kinds of beers we can expect from Upp Liquids. \u201cWe have always incorporated food and cocktail inspired elements into our beverages.\u00a0 We will offer a wide variety of beer styles including sours, of course.\u201d<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">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. <\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">\u201cI think it is important to constantly educate your consumers.\u00a0 I can remember when craft beer was nearly impossible to sell.\u00a0 We moved past that with beer education.\u00a0 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.\u00a0 It is a fantastic opportunity to sway someone who may be a cocktail drinker to order a beer,\u201d adds Tonya Cornett on her vision for staying relevant in a changing craft beer landscape.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Immersion Brewing (550 SW Industrial Way #185, Bend, OR 97702) is a full restaurant and cocktail bar space in Bend, Oregon\u2019s popular Box Factory building just south of the core downtown area and adjacent to the Old Mill District. Immersion Brewing\u2019s 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. <\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">New beverages, new collabs, same location<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Interactive events, tastings, and community connection<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">The taproom you know and love isn\u2019t going anywhere, it\u2019s just getting an<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">UPPgrade. Same spot. New energy.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>\u201cWe love variety and a constantly rotating line-up,\u201d says Cornett on what kinds of beers we can expect from Upp Liquids. \u201cWe have always incorporated food and cocktail inspired elements into our beverages.\u00a0 We will offer a wide variety of beer styles including sours, of course.\u201d Under the ownership of Anheuser-Busch\/InBev, 10 Barrel Brewing extended [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":252832,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137],"tags":[5248,3171,20733,13220,17615,39322,47989,11187,28298,934,11428,91929,91928],"dealstore":[],"offerexpiration":[],"class_list":["post-252831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beer","tag-barrel","tag-beer","tag-brewers","tag-brewing","tag-cider","tag-cornett","tag-immersion","tag-innovation","tag-liquids","tag-school","tag-takes","tag-tonya","tag-upp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Upp Liquids from Tonya Cornett &amp; 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