Virtue Cider Announces Fennville, Michigan Farm Sale

The Michigan craft cider landscape is shifting as Virtue Cider closes the farm in Fennville. For over a decade, Virtue Farm has served as a premier destination for Michigan hard cider enthusiasts, offering a unique “farm-to-glass” experience. While the physical Virtue Cider tasting room and the expansive 48-acre farm are ceasing operations, the brand itself is entering a new chapter.

If you are a fan of proper farmhouse cider, here is the breakdown of the Virtue Cider farm sale, what is disappearing, and how you can still find your favorite Michigan apple blends.

Why is Virtue Cider Selling the Farm?

On April 14, 2026, founder Gregory Hall announced that Virtue Farm in Fennville has been sold. This news follows a whirlwind history for the brand, including its 2017 acquisition by Anheuser-Busch and Hall’s subsequent reacquisition of the company in late 2023.

The decision to sell the Virtue Cider farm marks the end of an era for the site’s barrel-aged cider tours and sustainable agriculture demonstrations. The sale includes the physical property, meaning the greenhouses, trails, and animal pastures will no longer be open to the public.

What is Officially Closed?

As of this announcement, the following amenities at the Fennville cidery are no longer available:

• The Virtue Cider Tasting Room: The on-site bar and cider house are permanently closed to visitors.
• Virtue Farm Tours: The guided tours of the oak aging rooms and apple orchards have ended.
• The Cider Society: Virtue’s popular cider subscription club has been discontinued.
• Direct Online Sales: The official website has ceased shipping bottles directly to consumers.
• On-Site Events: Annual traditions like Apple Fest and the “Farm Sounds” live music series are canceled for the 2026 season and beyond.

What Remains: Where to Find Virtue Cider Now

While the “pilgrimage” to the farm is over, Virtue Cider is not going out of business. Gregory Hall has confirmed that the brand will continue through strategic distribution partnerships.

1. Retail Distribution

You can still find Virtue Cider Michigan Brut, The Mitten, and Rosé Cider at major retailers. The brand will continue to be distributed by M4 CIC in Michigan and Brew City in Illinois. Check your local bottle shops and grocery stores for stock.

2. Bars and Restaurants

Draft accounts across the Midwest will continue to carry Virtue Cider. As the company transitions to a new production partner, the goal is to keep the “liquid” alive even without the farmhouse.

3. New Production Partnerships

While the Fennville production facility is part of the sale, the brand is actively seeking new ways to press and ferment its signature Michigan heirloom apple blends to ensure the flavor profile remains consistent for fans.

The Legacy of Fennville Craft Cider

The Virtue Cider closing is a significant moment for West Michigan tourism. Located in the heart of “Cider Coast,” Virtue helped put Fennville on the map alongside neighbors like Fenn Valley Vineyards and Crane Orchards.

Though the gates at 2170 62nd St are closing, the impact of Gregory Hall’s vision for traditional European-style cider in the United States remains. For now, enthusiasts should stock up on their favorite barrel-aged bottles at local retailers while the brand navigates its next evolution.