(Chicago, IL) – I have been stalking Virtue Cider‘s social media accounts since early June when the number of followers they each had could be counted on one hand. When I checked them again today, the follower counts had multiplied several times over.

I knew I was too late.

With the news of the Goose Island sale to AB InBev at the end of March, Brewmaster, Greg Hall, announced that he was going to start a new venture. The only thing he revealed was that it wasn’t going to be a brewery. And so we waited…and waited…

Well, wait no more (thanks to that pesky Tribune reporter, Josh Noel).

Hall’s new project began spreading its message through the social media channels, Facebook and Twitter, early this summer. There is also a website up that says, “Coming soon.” An email requesting more information a while back was not returned.

Virtue Cider is self-described as “an independent, privately owned cider company focused on making exceptional heirloom cider. Supporting local culture & orchards.”

The tagline? “Farm to bottle cider.”

During his later years with Goose Island, Hall increasingly championed the idea of bringing high-end beer to the dinner table, especially with Goose Island’s Reserve Series line. It would make sense that the initiative will continue as he moves forward with cider. Virtue has mentioned Peasants Plot out of Manteno, Illinois, on Twitter. The farm is a participant in the Community Supported Agriculture (CSA) program. That said, it’s not clear whether Peasants is a formal partner of Virtue. Individuals sometimes use Twitter company accounts for personal exploits, too.

As for the cider itself, it is currently a work in progress. Research and development is in full swing. Hall and Co. have already visited the UK and France to tour various cider producers. Among them are Oliver’s Cider and Perry in Herefordshire (imported by The Shelton Brothers) and Domaine Dupont in Normandy (imported by B. United). This weekend brings a visit to Michigan vineyards like Fenn Valley and Wyncroft.

Virtue Cider has not yet revealed its location.

The company is hosting its “first cider dinner with a local chef in Chicago” on August 29th though there is no indication whether its own ciders will be available at that time. More details will be announced soon.