USA, MI: Eternity Brewing Company to close for good by the end of September

Despite trying to secure a new owner, a popular microbrewery's time in Genoa Township is ending — for good, this time, Livingston Daily reported on September 22.

Ethan Whitesell originally announced in June that Eternity Brewing Company at 4060 E. Grand River Ave. would close in July. Over a month later, he announced he was in talks with a longtime customer interested in taking over, and would stay open until there was a final yea or nay.

Unfortunately, the answer was nay. According to a social media post shared Sept. 18, the deal fell through "due to factors outside of our (and their) control."

The microbrewery's last day in business will be Sept. 28.

"It’s certainly been a heck of a journey with Eternity," the post reads. "We want to thank everyone (who's) been a part of it throughout the years."

As the business works to clear inventory, all short, pint and mug fills will be $5 and growler fills will be $10.

Whitesell did not immediately respond to request for comment.

23 September, 2025