News Summary
Goodland Extracts is taking the lead in the rapidly growing market of THC and CBD-infused beverages in Milwaukee. With plans to expand their presence across states and a forecast of significant sales by 2025, the company is capitalizing on the declining alcohol consumption trend. Their diverse product lineup includes sodas, seltzers, and a non-alcoholic cannabis spirit, catering to those seeking alternatives to traditional drinks. This surge in interest and acceptance of cannabis beverages marks a significant shift in local beverage culture, promising a bright future for this industry.
Milwaukee is experiencing a surge in the popularity of THC and CBD-infused beverages, driven primarily by local company Goodland Extracts. This Milwaukee-based company is taking the lead in a market that is evolving alongside the traditional beer and brewery culture of the city. Goodland Extracts has expanded its reach to 14 states, with ambitions to triple that number by 2026, indicating a significant step towards mainstream acceptance of cannabis-infused drinks.
The company forecasts sales of 700,000 individual cans by 2025, which underscores the growing consumer demand for these beverages. Goodland Extracts distributes its products through bars, restaurants, and major retailers such as Sendik’s and Piggly Wiggly, making these beverages accessible to a wide audience.
Data shows that alcohol consumption in the U.S. is on the decline, with a 2025 Gallup poll revealing that only 54% of Americans reported drinking alcohol, down from 67% in 2022. This trend corresponds with Goodland Extracts identifying an increasing interest in alternatives to alcoholic beverages, as pointed out by Gala Ventures, their distributor. The emergence of the THC beverage market presents a viable option for consumers seeking euphoric effects without traditional alcohol.
Public acceptance of THC beverages is growing, as noted by J Danger Wolf, the Business Development Manager for Goodland Extracts. This shift has contributed to a decrease in the associated stigma of cannabis beverages. Goodland Extracts has received accolades for its products, winning the LA High Spirits Competition for the best overall THC/CBD infused drink with its Cherry Pie Soda.
Initially, Goodland Extracts focused on processing hemp for other businesses before branching out into the creation of their own THC and CBD products. The company has processed one million pounds of hemp in three years and plans to increase this to 700,000 pounds in 2025. Their product offerings include a diverse range of beverages such as sodas, seltzers, tinctures, and even a non-alcoholic cannabis spirit that mimics the flavor of gin.
The growth of this industry has been bolstered by the 2018 Hemp Farm Bill, which allows for the production of hemp products with less than 0.3% THC. This distinction is important, as cannabis products derived from hemp differ from those obtained from marijuana, which have higher THC levels.
Goodland Extracts is revitalizing Milwaukee’s beverage industry tradition by modernizing it for today’s consumers, with plans to expand their line to include innovative ‘high soda’ flavors. Other local establishments, like Milwaukee’s Third Space Brewing, have reported a significant increase in demand for their THC beverages, adapting their inventory to meet this trend.
Industry projections indicate that the THC beverage market could grow to $4 billion by 2028, according to Euromonitor International. This has prompted retail outlets such as Discount Liquor in Milwaukee to adjust their stocks to include more THC products, reflecting their rising popularity among consumers of all ages.
This shift in the beverage landscape has attracted interest from various demographics. Younger drinkers are often drawn to THC for its euphoric effects, while older consumers are more inclined to seek CBD for pain relief. A 2024 Gallup poll highlighted changing attitudes toward alcohol consumption, with 45% of Americans indicating health concerns about their alcohol intake. Experts have noted the importance of informed consumption of THC, particularly as it has different effects compared to traditional alcoholic beverages.
Goodland Extracts has claimed various awards at America’s Best Hemp THC Beverage competition, including recognition as Best in Wisconsin and Best in the Midwest for their delta-9 sparkling lemonade. The company also received accolades for the exceptional packaging of their Cherry Pie High soda.
Since its inception in 2019, Goodland Extracts has significantly expanded its product lineup to include CBD-infused drinks, tinctures, edibles, and hemp-derived products. The recent opening of Canni, a café and bar in Walker’s Point, offers a space for patrons to enjoy customizable THC- and CBD-infused beverages, catering specifically to non-drinkers.
Despite marijuana remaining illegal in Wisconsin, the allowances made by the 2018 Farm Bill for hemp-based products have paved the way for establishments like Canni to flourish. Canni’s mission includes providing low-dosage THC options and promoting responsible consumption education, thereby creating an inclusive space for all consumers interested in this burgeoning market.
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Additional Resources
- TMJ4: Milwaukee THC Beverage Company Goodland Extracts Rapidly Expanding Nationwide
- Wikipedia: Cannabis-infused beverages
- WISN: THC Beverage Boom – Everything You Need to Know
- Google Search: THC beverages
- Milwaukee Record: Evaluating Local THC Beverages
- Google Scholar: THC beverages market growth
- Journal Sentinel: Canni Offers CBD and THC Drinks
- Encyclopedia Britannica: Cannabis
- Urban Milwaukee: Goodland Extracts Wins National Awards
- Google News: THC beverage industry
Author: STAFF HERE MILWAUKEE WRITER
MILWAUKEE STAFF WRITER The MILWAUKEE STAFF WRITER represents the experienced team at HEREMilwaukee.com, your go-to source for actionable local news and information in Milwaukee, Milwaukee County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Summerfest, Milwaukee Film Festival, and the Milwaukee Boat Show. Our coverage extends to key organizations like the Metropolitan Milwaukee Association of Commerce and Visit Milwaukee, plus leading businesses in manufacturing and brewing that power the local economy such as Harley-Davidson and MillerCoors. As part of the broader HERE network, we provide comprehensive, credible insights into Wisconsin's dynamic landscape.
