Who owns VIRTUE CIDER?

VIRTUE CIDER is independently owned!

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Virtue Cider was created in 2011 in Fennville, Michigan by Gregory Hall, the former brewmaster at Goose Island Beer Company. Hall, the son of Goose Island Brewery founder John Hall, started the cidery after Anheuser-Busch InBev purchased Goose Island for $38.8 million in 2011. Gregory Hall then went on a two month trip to England and France to study cidermaking. When he returned, he brought those techniques to Virtue, choosing Michigan since its climate is similar to the premier cidermaking regions of the world. The facility originally included two cider houses built in the Norman French style, with a third added in 2020.

Hall started the company with 30 other individual and corporate investors. By 2015, Virtue had fallen behind on payments to growers, and the US Department of Agriculture sanctioned Hall from working in the produce industry after Virtue failed to pay a $108,000 apple juice bill. AB InBev stepped in to purchase a 51% stake through its Goose Island subsidiary, which allowed for both financial stability as well as access to Anheuser-Busch packaging resources. In 2017, AB InBev purchased the rest of the company, making it a wholly owned subsidiary. However, in 2023 the company sold Virtue Cider back to Gregory Hall, making it once again independently owned. This marks the second time that Anheuser-Busch sold a company back to its founders, the first being Appalachian Mountain Brewery. Financial details of both the purchase from Hall and the sell back to Hall were not disclosed.

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