Beloved Portland cidery Alter Ego rebooting under new female-ownership
This story was developed in partnership with Cidercraft Magazine
Just as Superman’s alter ego is Clark Kent and Peter Parker’s is Spider-Man, Alter Ego Cider was winemaker Anne Ebenreiter Hubatch’s beloved side project to Helioterra Wines. The alter ego cider taproom closed amidst the pandemic in 2021, and the cidery was officially retired in 2023. When Anne Hubatch moved to Wisconsin in 2025 that seemed to be the end of the story for the beloved Portland cidery. But in a Hollywood-esque reboot, the AlterEgo Cider mantle has been picked up by two new Portland entrepreneurs who have relaunched the brand with a fresh new enthusiasm and look. Alter Ego is back in action.
Alter Ego Cider has been acquired and revitalized by local entrepreneurs and best friends Michelle Faris and Margaret Drew who are committed to honoring the cider’s heritage while keeping it women-owned and infusing it with fresh energy and a unique perspective. Faris and Drew have been lifelong friends since childhood with careers outside of the industry but deep connections inside the craft beer and cider community.
Michelle Faris is an investor/part-owner of Uptown Market Beer Co. and other Portland and Seattle area taprooms and bottleshops with her husband Stuart Faris. For years Alter Ego was basically the house cider at Uptown Market, and that is where Faris and Drew first fell in love with the brand and got to know founders Anne and Kevin.
“When we learned they were planning to close their operations, all of us were devastated. We reached out to explore the possibility of continuing the brand and from there, everything came together naturally,” says Faris.
Until recently Faris’ primary career was as a buyer and product line manager with experience in merchandising for Columbia Sportswear, Nike, and Adidas. The combination of expertise in consumer behavior and product positioning, building, and scaling, and the changing demographics and interest in alcoholic beverages makes for a formidable skillet.
“I feel fortunate that my background provided me a strong foundation, which I’m now applying as I transition into the cider world. Now I am immersing myself in the cider world/community, pairing what I’ve learned over the years with a growing understanding of the product and process,” says Faris.
Margaret Drew has a background in graphic design and experiential design, with a focus on storytelling and the human experience. She’s always been drawn to how brands connect with people on an emotional level, how environments, visuals, and interactions come together to create something memorable, which plays an important role in shaping this venture.
“So while we’re new to cider-making itself, we see that as an opportunity to learn from experienced makers while bringing a fresh perspective on…what a modern cider company can be,” adds Faris.
“Seeing the passion and vision that Michelle & Margaret bring to this relaunch fills us with confidence and excitement for the next chapter of Alter Ego Cider. We couldn’t be happier knowing that this beloved brand will continue to thrive and grow in the hands of such dedicated caretakers.”
Alter Ego Cider’s original three flagship cider recipes are back too: ‘Brilliant Brut,’ a clean, crisp expression of apple; ‘Dark Royale,’ a rich and smooth black currant offering; and ‘Guardian Angel,’ a layered brambleberry blend of apple and blueberry, accented with subtle notes of pomegranate. The ciders are even produced in the same location as they were previously, made in the Columbia River Gorge with all Hood River apples. But why bring back a defunct brand and recipes rather than create something entirely new?
“Acquiring an existing brand allowed us to step into something with history, infrastructure and a foundation we could thoughtfully evolve, rather than spending years trying to get to that same starting line,” says Faris. “We felt that giving an existing brand a second life was meaningful, especially after the loss of so many incredible businesses during the pandemic. We were drawn to honoring what came before while reimagining what the brand could become. The recipes were of course also artfully crafted from a Winemaker's acumen, and the nuance of flavors are part of what set this cider apart for us.”
They kept the name for a reason. Alter ego is defined as “one’s secondary self” the part that explores, experiments and expresses. However, it also carries another meaning: “an intimate or trusted friend,” a definition that felt especially fitting for the duo. “We’ve been best friends since birth and Alter Ego reflects that bond. Equal parts Rachel & Monica, Meredith & Cristina, laughter and loyalty,” Faris and Drew note on their website.
Through its “Good to the Core” mission, 2% of sales will go back to the community by supporting local organizations. Its first partner, ALS Northwest, holds a personal connection for the new owners. With every sip, Alter Ego Cider Co. helps support those facing the disease while contributing to vital research working toward a cure.
Looking ahead the partners plan to expand their flavor offerings and develop their own recipes while keeping their eyes open to potentially open a novel Tasting Room experience. “For now, our focus is on getting this cider back into the hands of cider lovers while continuing to deepen our knowledge and understanding of the category,” says Faris.
Alter Ego Cider is making a splash with their relaunch by partnering with the Portland Cherry Bombs FC and the Portland Bangers FC. These are Portland’s newest USL League Two women’s and men’s pre-professional soccer teams kicking off their 2026 season at Lents Park this May. In addition to finding their ciders at all home games Alter Ego is self-distributed in Oregon and now available at Market of Choice.
Current Locations:
Montavilla Brew Works
Schilling Cider House
Uptown Beer Co.
Level Brewing (Multnomah Village Location)
Binary Brewing
Lone Wolf Watering Hole
45th Parallel Wines
Proper Pint
The Civic Taproom
Pine Street Taproom
Prime Taphouse (Hillsboro and Beaverton Locations)
Turner Pizza & Taphouse
Market of Choice (Cedar Mill)
For more information, visit www.aecider.com and/or follow @alteregocider on Instagram.