American breweries have endured some hardships as of late, but that doesn’t mean that success stories can’t be found amid a rough patch for the industry.

Oregon-based brewery UPP Liquids was born out of the trials facing the beer industry today, and this relative newcomer on the scene has already proven its resilience by making a grand showing at the 2025 Great American Beer Festival this October.

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The annual event is run by the Brewers Association (BA), and its award winners are determined by industry peers, who ultimately recognize the best of the best across over 100 beer and cider styles.

To say that UPP Liquids made a statement at this year’s festival is an understatement. The brewery and its team took home five medals, in addition to receiving recognition as the Brewery and Brewer of the Year in the 251–500 barrel production category.

The 2025 competition comes at a time of transition for the nation’s brewers. Consumer interest in beer has declined recently, as drinking habits shift steadily toward nonalcoholic options. Economic struggles have forced many craft breweries to closeand rising production costs are only adding to the financial pressure.

In the midst of these challenges, UPP Liquids launched just five months ago as a rebrand of Immersion Brewing, helmed by Tonya Cornett, Ian Larkin, Ben Shirley, and Jose Ruiz, who all previously worked at 10 Barrel Brewing Co.

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Cornett and Larkin were laid off by 10 Barrel Brewing Co. just weeks after the 2024 Great American Beer Festival, where the former was honored with the BA’s Russell Schehrer Award for Innovation in Craft Brewing. Now, they’re showcasing their skills again through the award-winning creations of UPP.

In addition to its Brewery and Brewer of the Year honor, UPP won gold medals in two categories: Honey Beer — for Buzz Box, a honey tart ale — and Specialty Berliner-Style Weisse  — for Moments Made, a blueberry rose tea tart ale. The brewery also received two silver medals and one bronze.

Another standout at this year’s festival was Allagash Brewing Companya larger, Maine-based producer that was recognized as the Brewery Group and Brewer of the Year in the open category.

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Allagash won top honors in the Belgian-Style Tripel and International-Style Pilsener categories as well with its relatively new Allagash Lager.

Overall, a total of 273 breweries and cideries took home medals at this year’s competition, according to the BA. Other major contenders included Fat Head’s Breweryfrom Middleburg Heights, Ohio, which won five medals and was named Brewery and Brewer of the Year in the 15,001–100,000 barrel production category.

Colorado’s Westbound & Down Brewing Company netted five medals — plus Brewery and Brewer of the Year in the 5,001–15,000 barrel category — tying with UPP Liquids and Fat Head’s Brewery as the three most-medaled breweries.

This year’s most-entered category was Juicy or Hazy India Pale Ale, with 301 entries. Out of all those contenders, the TourBus Double Dry Hopped Hazy IPA from DESTIHL in Normal, Illinois, took home the gold; MadeWest Hazy from MadeWest Brewing Company in Ventura, California, earned silver; and Cloud Counter from Pollyanna Brewing Company in Lemont, Illinois, won bronze.

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Cider categories were added to the festival for the first time just last year, and fans of the apple-based beverage will be pleased to know it was included again with six available categories for brewers to enter.

Gowan’s Heirloom Ciderin Philo, California, was named Cidermaker of the Year with three gold medals and one silver, so if you’re looking for something to sip on this holiday season, a bottle of its Honey Citron cider might just do the trick.