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 amid the pandemic in 2021, and the cidery was officially retired in 2023. When 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 Alter Ego Cider mantle has been picked up by two new Portland entrepreneurs who have relaunched the brand with fresh enthusiasm and a new 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, keeping it women-owned and infusing it with fresh energy and a unique perspective. Faris and Drew have been lifelong friends with careers outside the industry but deep connections within the craft beer and cider community.
Michelle Faris is an investor and part-owner of Uptown Market Beer Co. and other Portland- and Seattle-area taprooms and bottle shops with her husband, Stuart Faris. For years, Alter Ego was essentially the house cider at Uptown Market, 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,” Faris says.
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, product positioning, building and scaling, along with changing demographics and interest in alcoholic beverages, makes for a formidable skill set.
“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 community, pairing what I’ve learned over the years with a growing understanding of the product and process,” Faris says.
Margaret Drew has a background in graphic and experiential design, with a focus on storytelling and the human experience. She’s long 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,” Faris adds.
“Seeing the passion and vision that Michelle and 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,” says Anne Hubatch, Alter Ego’s original founder and owner.
Alter Ego Cider’s original three flagship recipes are back: 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 before, made in the Columbia River Gorge with 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,” Faris says. “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 is 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 and Monica, Meredith and 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 toward a cure.
Looking ahead, the partners plan to expand their flavor offerings and develop their own recipes while keeping an eye toward potentially opening 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,” Faris says.
Alter Ego Cider is making a splash with its relaunch by partnering with the Portland Cherry Bombs FC and the Portland Bangers FC, Portland’s newest USL League Two women’s and men’s preprofessional soccer teams, kicking off their 2026 season at Lents Park in May. In addition to finding its 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.
Story by our partner media outlet New School Beer + Cider
