10 Barrel Brewing

What 10 Barrel Brewing does

10 Barrel Brewing is a US craft brewery founded in 2006 in Bend, Oregon, operating as a private subsidiary brand of Tilray Brands (NASDAQ: TLRY). The company produces a diversified beer portfolio spanning year-round flagships (Apocalypse IPA, Pub Beer, Pub Light), the award-winning Crush Berliner Weisse sour series (Cucumber, Huckleberry, Strawberry, Apricot, Raspberry), the HopBurst IPA variety pack, and extension lines including the N/A Apocalypse non-alcoholic offering, a 2026-launched ready-to-drink cocktail line, and the Good Sit Pup Ale malt beverage for dogs. Brewing technology encompasses kettle-souring, West Coast and hazy IPA production, barrel-aged and mixed-culture programs, supported by a 60,000 sq ft packaging facility capable of filling 240 cans or bottles per minute and a 1,026-panel solar array generating over 500,000 kWh annually.

The business operates a hybrid direct-to-consumer / wholesale model. On-premise revenue comes from five brewpub locations in Bend (West and East), Portland (Pearl District), Boise, and Denver (RiNo) that drive food, beverage, merchandise, and event revenue including signature Hella Big Air / Hella Hectic ski-snowboard cross competitions and Drag Brunch programming. Off-premise revenue flows through packaged beer distributed across Oregon, Washington, Idaho, Colorado, and California via the 2014 Anheuser-Busch 'High End' partnership and the broader Tilray-owned distribution network spanning 40+ brands in 20+ countries. A Shopify-powered e-commerce storefront at shop.10barrel.com captures branded merchandise revenue, and a Beer Finder store-locator tool supports consumer conversion.

The customer base is B2C and broadly distributed: craft beer enthusiasts, brewpub patrons, sports/event attendees, and local community/charitable beneficiaries supported through the Drink it Forward program (which has raised over $500,000). Marketing channels include organic social (Instagram, Facebook, Twitter, YouTube), email/newsletter, owned events, the Fully Aligned podcast, and seasonal campaign activations. The company is led by Brewmaster Jimmy Seifrit with a credentialed R&D team including Tonya Cornett and Shawn Kelso, whose combined 110+ medals form a primary brand-equity asset.

Name

10 Barrel Brewing

Legal name

10 Barrel Brewing Company

Website

https://10barrel.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

10 Barrel Brewing is a US craft brewery founded in 2006 in Bend, Oregon, and a subsidiary brand of Tilray Brands. It produces award-winning beers across IPAs, kettle sours, and lagers, and operates five brewpub locations across the Pacific Northwest and Denver with regional retail distribution.

Ownership category

akta.pro rank

Product category

Craft Brewing

NAICS

Breweries (31212), Breweries (312120), Beer and Ale Merchant Wholesalers (42481), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Beer Brewing & Craft Brewing (AFAFAAAA), Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB), Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Craft beer brewing
• Brewpub operations
• Craft beer distribution
• Ipa production
• Sour beer brewing

Headquarters

HQ city

Bend

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. On-Premise Pub Sales: Revenue from food and beverage sales at brewpub locations including Bend (West & East), Portland, Boise, and Denver
2. Packaged Beer Distribution: Canned and bottled beer sold through retail channels including grocery stores, convenience stores, and bottle shops across the Western US
3. Merchandise and Apparel: E-commerce sales of branded merchandise including apparel, hats, outerwear, and pub gear through Shopify storefront
4. Ready-to-Drink Cocktails: Ready-to-drink cocktail products launched in 2026, expanding beyond traditional beer offerings
5. Nonalcoholic Beer Sales: N/A Apocalypse and other nonalcoholic beer products targeting the growing NA beverage market

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

10 Barrel Brewing crafts and sells a portfolio of craft beers including IPAs, kettle sours, lagers, and non-alcoholic options, distributing them through retail channels across the Western US and through five company-owned brewpubs in Bend, Portland, Boise, and Denver. Revenue is supplemented by branded merchandise sold online, brewery tours, and pub-based food and event services.

Product overview

10 Barrel Brewing is a craft brewery founded in 2006 in Bend, Oregon, now owned by Tilray Brands. The company operates as a multi-location brewpub and production brewery with a portfolio of beer products and experiential services. The core product lineup includes year-round flagship beers (Apocalypse IPA, Pub Beer, Pub Light), seasonal and limited-release offerings (Crush sour series, HopBurst IPA varieties), and specialty items (N/A Apocalypse, Good Sit Pup Ale for dogs). The beer portfolio spans styles from session sours (Cucumber Crush, Huckleberry Crush) to imperial IPAs (Juicy Drama at 9% ABV), with distribution in 6-pack, 12-pack, 18-pack cans and draft. Beyond packaged beer, the company operates five brewpub locations across Bend, Portland, Boise, and Denver, complemented by a merchandise shop, brewery tours, and branded experiences including the tinyHAUS limited-release program and OOO Email Generator tool. The pubs serve as venues for events like Hella Hectic ski/snowboard cross competitions and Drag Brunch, tying the brand to outdoor lifestyle culture.

Differentiator

Problem solved

Functional benefit

Brands

• Pub Beer: Organic lager featuring floral hops with slight spice and pear character.
• Apocalypse IPA
• Crush Variety
• HopBurst Variety
• N/A Apocalypse
• Pub Light
• Money Cat
• Juicy Drama
• Cloud Mentality
• All Ways Down
• Camp Coldie

Products and services

• Apocalypse IPA Flagship India Pale Ale at 6.8% ABV and 70 IBU, featuring citrusy and piney hop character from Bravo, Northern Brewer, Chinook, Cascade, Centennial, and Amarillo hops, sold packaged and on tap to craft beer consumers.
• N/A Apocalypse Non-alcoholic version of the flagship IPA at 0.5% ABV and 25 IBU, marketed as 'All Gas. No Booze.', targeting adults seeking mindful drinking options without flavor compromise.
• Pub Beer Organic craft lager at 18 IBU with floral, pear, and cracker-like malt aroma from Noble hops, positioned as an easy-drinking everyday craft option.
• Pub Light Light lager at 4% ABV and 8 IBU marketed as 'Lighter. Cheaper. Funner.', positioned as an affordable, easy-drinking option.
• Crush Variety Pack Variety pack of Berliner Weisse session sours featuring Cucumber, Strawberry, Apricot, and Raspberry Crush variants at 5.0–6.5% ABV.
• Cucumber Crush Award-winning Berliner Weisse kettle sour infused with cucumber at 5% ABV with low IBU. Multiple GABF medals including Gold in 2014, 2015, and 2016 plus additional North American Beer Awards and World Beer Cup recognition.
• Huckleberry Crush Light and crisp Berliner Weisse kettle sour packed with huckleberry flavor at 5.3% ABV and 9 IBU; recognized as Best of the Northwest by SIP Magazine in 2020.
• HopBurst Variety Pack IPA variety pack featuring Profuse Juice Hazy IPA, Nature Calls Mountain IPA, and Paddle Captain Western IPA at 6.5% ABV with multiple hop varieties.
• Cloud Mentality Hazy IPA brewed with Strata, El Dorado, and Simcoe hops at 7% ABV and 55 IBU, delivering big flavor with mild bitterness.
• Juicy Drama High-ABV imperial-style hazy IPA at 9% ABV and 30 IBU featuring Bravo and Simcoe hops with yuzu and citrus notes.
• All Ways Down Hop-forward West Coast IPA at 75 IBU built on El Dorado, Bravo, Simcoe, Mosaic, and Azacca hops, delivering aggressive hop aroma with smooth citrus finish.
• Money Cat Easy-drinking light beer at 4.8% ABV and 15 IBU with bright straw color, slight sweetness from rice, and gentle bitterness.
• Camp Coldie Camping-themed IPA at 45 IBU with a light orange color and citrus, tropical, mango and stone fruit aroma on a medium body.
• Good Sit Pup Ale Glucosamine-enriched non-alcoholic malt beverage formulated specifically for dogs to support joint health and provide energy for athletic activities.
• Swill Cocktails American Radler-style base used as a standalone product or cocktail mixer with recipes including the Swill Paloma, The Last Train to Swillville, and Oaxacan Radler.
• 10 Barrel Brewpubs Brewpub locations in Bend West, Bend East, Portland (Pearl District), Boise, and Denver (RiNo) serving craft beer on tap, scratch-made pub fare, and event spaces.
• 10 Barrel Merchandise Shop Shopify-powered online store selling apparel, outerwear, hats, branded merchandise, and pub-specific gear with location-specific collections (Bend, Boise, Portland, Denver).
• Brewery Tours Guided tours of the Bend, Oregon headquarters production brewery and 60,000 sq ft packaging facility, available to visitors and the general public.
• tinyHAUS Limited-Release Program Extremely limited small-batch beer releases from 10 Barrel brewers, positioned as exclusive specialty offerings.
• Ready-to-Drink Cocktails (Beyond Beer) Ready-to-drink cocktail products launched as part of 10 Barrel's 'Not Beer' portfolio extension beyond traditional beer.

Quantifiable outcome

• Over 50 medals for Ian Larkin at international beer competitions
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Anheuser-Busch / The High EndcoreChannel Partner/ Reseller/ DistributorIn 2014, 10 Barrel partnered with Anheuser-Busch, becoming a member of The High End and their family of craft brands. This partnership provided distribution reach through Anheuser-Busch's extensive wholesale network across the United States.
• Energy Trust of OregonminorStrategic or Co-development Partner10 Barrel works with Energy Trust of Oregon on sustainability improvements including LED lighting replacements and evaluating high-speed doors and passive cooling options for new cooler construction.
• Deschutes County Search & RescueminorOthersLocal Bend Westside charity partner through Drink it Forward program, receiving portion of proceeds from draft beer sales.
• Oregon Adaptive SportsminorOthersBend Eastside charity partner through Drink it Forward program supporting adaptive sports for individuals with disabilities.
• CCALogo (Central City Concern)minorOthersPortland charity partner through Drink it Forward program supporting housing and addiction recovery services.
• WCA (Women's & Children's Alliance)minorOthersBoise charity partner through Drink it Forward program supporting women and children in crisis.
• BrewDogminorChannel Partner/ Reseller/ DistributorBoth 10 Barrel and BrewDog are owned by Tilray Brands. The two brands participate in joint promotions such as the £1 million free pints campaign during the 2026 international men's football tournament.
• SweetWater BrewingminorChannel Partner/ Reseller/ DistributorBoth 10 Barrel and SweetWater Brewing are owned by Tilray Brands and participate in joint promotional campaigns.
• Blue Point BreweryminorChannel Partner/ Reseller/ DistributorBoth 10 Barrel and Blue Point Brewery are owned by Tilray Brands and participate in joint promotional campaigns.
• Montauk BrewingminorChannel Partner/ Reseller/ DistributorBoth 10 Barrel and Montauk Brewing are owned by Tilray Brands and participate in joint promotional campaigns including Dry January product collections.

Scale indicators8 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• BrewDog: Global craft brewery co-owned by Tilray Brands and currently co-branding with 10 Barrel in promotional campaigns. Operates a comparable brewpub-centric and packaged distribution model, particularly relevant for 10 Barrel's RTD and NA beer expansion.
• Deschutes Brewery: Headquartered in Bend, Oregon (same hometown as 10 Barrel), Deschutes Brewery is the dominant craft brewery in Central Oregon with a comparable portfolio of flagship IPAs, sours, and seasonals. Direct head-to-head competitor across brewpubs and packaged distribution in the PNW.
• Hopworks Urban Brewery: Portland-based craft brewery with a sustainability focus (B Corp certified, organic) and brewpub locations. Competes with 10 Barrel in Portland on-premise and across Oregon retail shelves.
• SweetWater Brewing: Sister brand under Tilray Brands alongside 10 Barrel, both operating brewpub experiences and packaged craft distribution. Used in joint Tilray-led promotional campaigns, indicating directly comparable product portfolios and channel strategies.
• Boneyard Beer: Bend-based craft brewery known for hop-forward IPAs and a focused production-only model. Competes with 10 Barrel in the same hometown across retail shelves and on-premise accounts in Oregon and the broader Pacific Northwest.
• Breakside Brewing: Portland-based craft brewery with a multi-location brewpub model (Slabtown, Pearl District, Beaverton, Milwaukie) similar to 10 Barrel's pub footprint. Overlaps directly in Portland pub dining and packaged distribution.

Broad incumbents

• Sierra Nevada Brewing Co. One of the largest craft breweries in the US, with national distribution depth that dwarfs 10 Barrel. Comparable in product style mix (IPAs, sours, lagers) and competes on the same retail shelves across the Western US.
• New Belgium Brewing: National craft brewery (Fat Tire, Voodoo Ranger) owned by Kirin, offering extensive IPA and sour portfolios. Competes with 10 Barrel in packaged retail and broader on-premise across Western US states.

Emerging players

• Athletic Brewing Company: Category-leading non-alcoholic craft brewer. Directly relevant as 10 Barrel expands its N/A Apocalypse line, with Athletic setting the bar for NA craft placement, pricing, and consumer mindshare.

Regional players

• GoodLife Brewing: Bend, Oregon craft brewery competing for the same local market as 10 Barrel's two Bend pubs. Comparable mid-sized craft positioning with brewpub-adjacent retail in Central Oregon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/10barrelbrewing
• YouTubeyoutube.com/c/10BarrelBrewing
• Facebookfacebook.com/10BarrelBrewingCompany
• Instagraminstagram.com/10barrelbrewing

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 10 Barrel Brewing