Greg Hall Reacquires Michigan Cidery Without Fennville Farm

Virtue Cider is closing its farm in southwest Michigan, according to reporting from Crain’s Chicago Business. The closure follows a period of ownership transition for the farmhouse cider brand, which was founded in 2011 by Gregory Hall.

The move comes after Hall reacquired the cidery in 2024. According to the provided source material, the purchase of the brand did not include the Fennville, Michigan, farm that houses the operation.

Ownership and Independent Transition

Gregory Hall, a pioneer in the farmhouse cider industry, repurchased Virtue Cider from Anheuser-Busch in late summer 2024. Hall had previously sold a 51% stake in the company to the beer conglomerate in 2015.

Following the reacquisition, Hall announced a return to the brand’s independent roots. This new era for the company includes a series of operational changes intended to refine the brand’s approach to craft cider and strengthen its connection to the local community.

Planned initiatives for the brand’s independent phase include a full distribution overhaul and a renovation of the farmhouse tasting room. Hall also planned a new menu direction, collaborations with local artists, guest chef dinners, and a reinvigorated direct-to-drinker subscription service for nationwide delivery.

Company Background and Production

Hall founded Virtue Cider in 2011 after spending 20 years at the Goose Island Beer Company, which was established by his father, John Hall. His approach to cider making was influenced by time spent studying European cider culture and techniques in France and England.

The brand’s production philosophy centers on sustainable, old-world methods. This approach involves using local, heirloom apple varieties, specifically Golden Russet, Winesap, and Northern Spy.

Hall has described the fruit-growing terroir of coastal Southwest Michigan as the Napa Valley of cider making. He previously purchased a 48-acre farm in Fennville to serve as a haven for craft cider production, emphasizing a process anchored by apples and time.

My heart and soul have always been devoted to crafting independent beverages that connect with our local community. I’ve poured myself into building both Goose Island and Virtue Cider on this foundation, guided by a passion for creativity and collaboration.

Gregory Hall

The transition back to independent ownership was intended to allow the brand to rediscover the sense of independence that Hall believes inspires growth and creativity in the craft beverage landscape.