What GoodLife Brewing does

GoodLife Brewing Company is an independent craft brewery founded in 2011 in Bend, Oregon, producing and selling a diverse portfolio of craft beers alongside branded merchandise. The company operates a flagship pub and brewery location (Bierhall) in Bend, OR, and a secondary pub location in Henderson, NV. Its product range spans flagship year-round offerings such as Descender IPA, Sweet As! Pacific Ale (a 3x Great American Beer Festival Medal Winner), Comatose Imperial IPA, High Altitude Premium American Lager, Mexican Lager, Bavarian Lager, and Pass Stout, plus seasonal and specialty releases including Wave Park Hazy IPA, Lava Cave Triple IPA, Beach Life P.O.G. Pale Ale, Big Winter, G. Love's Special Sauce IPA, and the In the Woods barrel-aged wild ale program (Brettanomyces-fermented with fruit puree additions). Manufacturing uses a custom-designed brew system with Northwest and selectively imported hops, quality malts, and Central Oregon water, with a stated focus on well-balanced, distinctive malt and hop profiles.

The company monetizes through four channels: (1) on-site retail and draft sales at its two pubs, with unit pricing of $5 per 16oz can, $10 per 12oz six-pack, and growler fills from $12; (2) wholesale keg and packaged distribution through regional Bend distributors Bigfoot Beverages and Backside Kegs; (3) a direct-to-consumer Beer by Mail shipping service within Oregon; and (4) branded merchandise (apparel and accessories) via its online shop, plus digital gift cards. The target customer is the craft beer enthusiast in the Central Oregon and Pacific Northwest region, with secondary reach to Nevada visitors via the Henderson location.

Strategically, GoodLife Brewing operates as a founder-led private business with no disclosed institutional funding and a 11-50 employee headcount. In February 2026 it became a founding member of the Oregon Beverage Collective, a not-for-profit alliance of five Central Oregon craft beverage brands (alongside Crux Fermentation Project, Silver Moon Brewing, Cascade Lakes Brewing Co., and Tumalo Cider Co.) intended to share resources, increase purchasing power, and address rising real estate and supplier cost pressures facing small independent craft producers in Bend.

Name

GoodLife Brewing

Legal name

GoodLife Brewing Company

Website

https://goodlifebrewing.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

GoodLife Brewing is an independent craft brewery founded in 2011 in Bend, Oregon, producing a diverse portfolio of ales, lagers, IPAs, and barrel-aged wild beers. It serves craft beer enthusiasts through two pubs (Bend, OR and Henderson, NV), wholesale distribution, and Oregon-only DTC shipping.

Ownership category

akta.pro rank

Headquarters

HQ city

Bend

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Beer Sales: Direct retail sales of craft beer through brewery pub locations including on-site consumption, packaged beer (cans, six-packs, growlers), and merchandise
2. Wholesale Distribution: Wholesale beer sales to retail accounts through distributors and direct keg sales to businesses
3. Beer by Mail: Direct-to-consumer shipping service for packaged beer delivered to customers in Oregon
4. Merchandise: Sale of brewery gear and merchandise through online store and taproom

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

GoodLife Brewing Company is a craft brewery founded in 2011 in Bend, Oregon that produces and sells a diverse portfolio of craft beers including IPAs, Pacific Ales, lagers, stouts, and barrel-aged wild ales. The company operates brewery pubs in Bend, OR and Henderson, NV, sells packaged beer directly through a Beer by Mail service within Oregon, distributes kegs through regional wholesalers, and sells branded merchandise and gift cards.

Product overview

GoodLife Brewing is a craft brewery founded in 2011 in Bend, Oregon, producing a diverse portfolio of beer styles. The company's core offerings include flagship beers such as Descender IPA, Sweet As! Pacific Ale (a 3x GABF Medal Winner), Comatose Imperial IPA, and seasonal offerings like Big Winter and the barrel-aged program featuring Apricot Wild Ale and Man of the Hour. The brewery operates two pub locations (Bend, OR and Henderson, NV) and offers merchandise, gift cards, and a direct-to-consumer Beer by Mail service within Oregon. In February 2026, GoodLife Brewing joined the Oregon Beverage Collective (OBC), a not-for-profit alliance with four other Central Oregon craft beverage brands to collaborate on sustainability and community investment initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Bierhall: Pub and brewery location operated by GoodLife Brewing in Bend, OR featuring a beer garden and food service.

Products and services

• Wave Park Hazy IPA A hazy India Pale Ale brewed with premium hops, offering a smooth, juicy flavor profile.
• Sweet As! Pacific Ale A Pacific Ale featuring a balanced hop character with citrus and tropical notes, 3x Great American Beer Festival Medal Winner.
• Descender IPA A flagship India Pale Ale known for its well-balanced malt profile and distinctive hop aroma.
• Comatose Imperial IPA An 8.5% ABV Imperial IPA with 95 IBU, featuring bright fruit, melon, and Meyer lemon notes with medium bitterness.
• Beach Life P.O.G. Pale Ale A pale ale brewed with mango and passionfruit flavors, inspired by tropical beach vibes.
• High Altitude Premium American Lager A premium American lager crafted with pristine Central Oregon water and quality ingredients.
• Mexican Lager A Mexican-style lager offering a crisp and refreshing drinking experience.
• Lava Cave Triple IPA A high-alcohol Triple IPA with bold hop character and intense flavor.
• Bavarian Lager A traditional Bavarian-style lager brewed with authentic techniques.
• Pass Stout A stout beer offering rich, dark flavors typical of the style.
• G. Love's Special Sauce IPA A unique IPA collaboration featuring special hop additions and a distinctive flavor profile.
• Big Winter A beer designed for winter seasonal consumption with warming characteristics.
• Sippy Cup Hazy Pale A hazy pale ale ready for outdoor adventures, canned for portability.
• Mountain Rescue Dry Hop Pale Ale A dry-hopped pale ale with enhanced hop aroma and flavor.
• Apricot Wild Ale A 6.0% ABV wild ale fermented with Brettanomyces and refermented on apricot puree, part of the In the Woods Barrel-Aged Beer Program.
• Man of the Hour Barrel Aged Red Ale A Flanders Red-style ale aged in barrels, featuring notes of soft oak, baked plum, and sweet cherry with subtle tannins.
• Brewery Gear (Merchandise) Branded merchandise including apparel and accessories available for purchase online.
• Gift Cards Digital gift cards available for purchase, with promotional offers such as bonus value on purchase.
• Beer by Mail Direct-to-consumer beer shipping service available within Oregon, allowing customers to order canned and packaged beer for delivery.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Oregon Beverage CollectivecoreStrategic or Co-development PartnerGoodLife Brewing is one of five founding members of the Oregon Beverage Collective (OBC), a not-for-profit alliance with Crux Fermentation Project, Silver Moon Brewing, Cascade Lakes Brewing Co., and Tumalo Cider Co. The coalition aims to preserve local legacy brands, expand operations, and innovate in regional beverages by providing shared resources, purchasing power, and scalability to combat rising real estate and supplier costs threatening small businesses in Bend.

Scale indicators2 records

Recent moves4 records

Expansion highlights6 records

Broad incumbents

• Deschutes Brewery: Long-established Bend, Oregon craft brewery with broad regional and national distribution. Comparable hometown, much larger scale, and overlapping portfolio (IPAs, lagers, sours) — a larger incumbent in the same market.
• 10 Barrel Brewing Co. Bend-based craft brewery now owned by AB InBev, with broad distribution and pub locations. Same hometown, much larger distribution footprint — a competitive incumbent leveraging macro-brewer scale.

Direct peers

• Cascade Lakes Brewing Co. Bend, Oregon brewery and Oregon Beverage Collective founding member. Same regional market, comparable craft portfolio and pub/restaurant model.
• Tumalo Cider Co. Bend-area craft beverage producer (cider, not beer) and Oregon Beverage Collective co-member. Allied through the coalition but a partial-overlap adjacent category peer.
• Crux Fermentation Project: Bend, Oregon craft brewery and fellow Oregon Beverage Collective founding member. Directly comparable: same hometown, similar craft portfolio, shared coalition for cost and operational synergies.
• Boneyard Beer: Bend, Oregon craft brewery with a similar award-winning, hop-forward portfolio. Directly comparable in scale, distribution approach, and regional craft positioning.
• Worthy Brewing Company: Bend, Oregon craft brewery with brewpub operations. Comparable in size, DTC pub model, and Central Oregon lifestyle positioning.
• Wild Ride Brewing: Central Oregon (Redmond/Bend area) craft brewery with comparable portfolio breadth and pub-style operations. Regional craft peer with similar distribution profile.
• Sunriver Brewing Company: Central Oregon craft brewery with pub locations near Bend. Same regional market, similar scale, and DTC brewpub business model.
• Silver Moon Brewing: Bend, Oregon craft brewery and Oregon Beverage Collective co-member. Comparable in scale, regional focus, and DTC pub model, making it a directly competitive peer in Central Oregon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/goodlifebrewing
• Facebookfacebook.com/GoodLifeBrewing
• Instagraminstagram.com/goodlifebrewing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 GoodLife Brewing