Anheuser-Busch sells Virtue Cider back to owner

Quietly, Fennville, Michigan’s Virtue Cider has returned back to the hands of the founder Greg Hall.

Virtue Cider is no longer part of Anheuser-Busch. Greg Hall has re-aquired the cidery back in August, according to an email statement Beer Street Journal received from the A-B Craft Division.

Today we announced an agreement to purchase Virtue Cider from our partners at Anheuser-Busch. It’s been a great five years with Anheuser-Busch, and I want to thank my colleagues and fellow craft brewery founders for believing in Virtue Cider and helping us create some of the best cider in the world.

Moving forward, we’ll continue to focus on what we’ve always done: making world-class ciders that are fit for the table, being great stewards of the environment, and helping more people discover Fennville and all that Southwest Michigan has to offer.

Greg Hall, Founder, Virtue Cider

In 2015, it was reported that Virtue Cider was financially behind, ultimately Hall to sell of the controlling stake in Virtue to be sold to Anheuser Busch. In 2017, AB bought the remaining stake in September 2017.

Fast forward to 2023, AB InBev has lost billions over the summer after a failed marketing campaign, and most recently- selling off numerous brands including Shock Top, in their portfolio off to cannabis company, Tilray in August.

The deal is still pending approval through the Michigan Liquor Control Commission. The financials of the deal and closing date were not disclosed.

Beer Street Journal visited Virtue Cider earlier this summer. It’s a bit off the beaten path, but quite peaceful (and delicious).

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