022: Gregory Hall | Virtue Cider, Michigan

Getting to cider for Gregory Hall, was one part luck and a whole lot of beer. When his father John Hall founded the Chicago based Goose Island Brewery in 1988, it took only 3 years before Greg was at the helm of brewing.Twenty years later in 2011 the brewery would be sold to Anheuser Busch-B InBev. The 2011 sale set Greg free to move on to his next great adventure - Virtue Cider.  I was curious to ask Greg about what a cidermaker should consider for the long run if they want to parlay their business to the next level as father Hall's did with Goose Island and Greg did with Virtue only 3 years later again - this time selling Virtue's majority stake to A-B InBev. Obviously one must have a good product and as Greg tells it he looked to the European cidermakers for inspiration and direction.   "I went with my laundry list of question that I was use to asking at breweries,most of which were fairly technical and found out very quickly that I was asking the wrong questions.Traditional cider making is a multi generational effort. They sure as heck weren't measuring PH in 1830's"  Find the full show notes to this chat at ciderchat.com searc for episode # 021