Gregory Hall spent his younger years enjoying the sports, entertainment, and excitement of Chicago. Now, his happy place is his cozy two-bedroom cottage in rural Fennville, gazing out a large picture window at the rural landscape.
For Hall, founder of Virtue Cider, this is paradise. After years of city living, he’s found peace in the rhythms of rural Michigan, a lifestyle that mirrors his approach to cider-making, where nature takes the lead.
“I loved my life in Chicago, but moving to Fennville has connected me to nature in a way I never expected,” Hall says. “I look out my window and see something new every day. It’s absolutely beautiful.”
Hall’s journey from Chicago craft beer pioneer to Fennville cider maker has come full circle. Over the summer, he reacquired Virtue Cider from Anheuser-Busch, returning the brand to its independent roots. Hall has a renewed focus on sustainable, old-world production methods and is planning some initiatives for the Allegan County brand.
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Courtesy Virtue CiderVirtue Cider’s natural approach includes using only local, heirloom apples like Northern Spy, Winesap, and Golden Russet.
From craft beer to cider
Hall first fell in love with cider while traveling through England and France during his tenure at Goose Island Beer Company, a brewery his father, John Hall, founded in Chicago. Gregory spent two decades helping Goose Island become a craft beer icon before they sold it to Anheuser-Busch in 2011. During his travels, he was captivated by Europe’s cider traditions, which rely on nature to guide the process.
“In England and France, cider makers use local apples, ferment or age in barrels, and work on rural farms. Those three things appealed to me deeply,” Hall says. “Especially because Michigan has incredible apple orchards. It feels like the perfect place to continue those traditions.”
In 2011, Hall purchased a 48-acre farm in Fennville and founded Virtue Cider, bringing those European traditions stateside. He quickly built a reputation for crafting high-quality, farmhouse-style ciders using Michigan-grown heirloom apples. In 2015, Hall sold a majority stake in Virtue Cider to Anheuser-Busch to help scale the business. Nearly a decade later, he’s brought the brand back under his ownership.
“When the opportunity came to buy Virtue back, I didn’t have to think about it,” Hall says. “I’m living my best life here, and being able to lead this company again is an extension of that.”
Hall sees cider-making as a celebration of nature’s unpredictability. Unlike beer, which relies on precise control of ingredients and processes, cider is at the mercy of the orchard and the seasons.
“Making beer is all about control. You control every ingredient and every step,” says Hall. “Cider is the opposite. It’s all about nature taking its course. You press the apples, and then you wait. There’s no schedule, and that natural process is what makes cider so special.”
Respecting ingredients, process
Virtue Cider’s natural approach includes using only local, heirloom apples like Northern Spy, Winesap, and Golden Russet. The cider is fermented with wild yeast, and no sugar is added. Hall’s commitment to these methods reflects his deep respect for the land and its history.
“Michigan is a cider maker’s dream,” Hall says. “With heirloom apples and English cider varieties grown locally, we have everything we need to make exceptional cider. It’s about respecting the land and its history.”
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Courtesy Virtue CiderGregory Hall first fell in love with cider while traveling through England and France during his tenure at Goose Island Beer Company, a brewery his father, John Hall, founded in Chicago.
With the brand back under Hall’s ownership, Virtue Cider is entering an exciting new chapter. The company is leaving behind cans placed on grocery store shelves by a giant beer maker and committing to 750-milliliter bottles, available exclusively at Virtue Farm and through its direct-to-drinker shipping program. The move aligns with Hall’s vision of fostering a deeper connection with cider enthusiasts.
“We’re bringing cider directly from the fermentation tank to the front porch,” Hall says. “Our subscription box program gives people across 43 states access to exclusive seasonal releases and holiday-themed boxes.”
Virtue Cider is also reinvigorating its tasting room, with extensive renovations and a refreshed menu that will focus on seasonal, homestyle dishes made with locally sourced ingredients.
“The new food program will align with our wine-making approach to cider,” Hall says. “It’s all about showcasing the bounty of our region.”
Other collaborations
Hall’s vision for Virtue Cider extends beyond the orchard and the tasting room. The brand is forging new partnerships with local musicians, chefs, and artists to create a vibrant cultural hub in Fennville.
Guest chef dinners featuring cider pairings will bring culinary talents from across the country to Virtue Farm. Live music events will showcase everything from intimate acoustic sets in the winter to larger outdoor performances in the summer and fall.
The brand also is collaborating with regional artists on merchandise and cider labels, starting with Tony Fitzpatrick, whose work has been featured at the Museum of Modern Art in New York City.
“We’re bringing guest chefs, hosting artist collaborations, and even having bands perform,” Hall says. “It’s about celebrating creativity and community. Fennville has a special energy, and we want to share that with everyone.”
‘Liberating’ lifestyle
Hall’s decision to repurchase Virtue Cider is as much about personal fulfillment as it is about professional ambition. Life in Fennville has given him a deeper connection to nature and a sense of peace he didn’t realize he was missing.
“I needed to have control earlier in life to realize how little control I actually had,” Hall says. “Now, with cider making, I’ve embraced the idea that nature is in charge. It’s liberating and humbling to let the process unfold naturally.”
Hall’s lifestyle reflects that philosophy. When he’s not at Virtue Farm, he’s often at home with his four dogs, reading by the fire or enjoying the ever-changing view from his window.
“My life here is simple and fulfilling,” Hall says. “I’ve got my dogs, the trees, my books, and the cider. I can’t imagine living anywhere else.”
Hall is optimistic about what lies ahead. The brand’s renewed focus on sustainability, creativity, and community is a testament to Hall’s enduring passion for cider and the place he now calls home.
“My heart and soul have always been devoted to crafting independent beverages that connect with our local community,” Hall says. “As Virtue Cider enters this new chapter, I’m excited to return to our roots, refine our winemaker’s approach to craft cider, and rediscover the sense of independence that inspires us and helps us grow.”