A Milwaukee-based company, Goodland Extracts, is making significant strides in the burgeoning market for THC and CBD-infused beverages. Since its inception in 2019, the company has expanded its reach to 14 states and aims to triple that number by 2026. With projections to sell 700,000 individual cans in 2025, Goodland Extracts is positioning itself at the forefront of a rapidly evolving industry.
The emergence of cannabis-infused drinks comes as traditional alcohol consumption in the United States is on the decline. A recent Gallup poll indicates that only 54% of Americans reported consuming alcohol in 2025, down from 67% in 2022. This shift reflects a growing consumer preference for alternatives, a trend that Goodland Extracts is keen to capitalize on. Ryan Pattee, the company’s president, noted, “It’s a relatively new market. Where do I see it going? I see it being an ‘and’ right? Right now, you have alcohol, and wine, and spirits, and, you know, THC beverages.”
The acceptance of THC beverages is gaining momentum, according to J Danger Wolf, Business Development Manager at Goodland Extracts. “The public’s acceptance of THC beverages is also really growing, and people are just realizing it’s not as bad. It doesn’t have the stigma that everyone else thinks it does,” Wolf stated. This sentiment is echoed by the company’s distributor, Gala Ventures, which recognizes the high growth potential for these products.
Goodland Extracts has not only focused on sales but also on product quality. The company recently won the LA High Spirits Competition for its Cherry Pie Soda, which was recognized as the best overall THC/CBD-infused drink in a blind taste test. “Our Cherry Pie beat out any teas, any coffees, any seltzers, anything that’s infused,” Wolf added, highlighting the drink’s appeal.
Initially, Goodland Extracts specialized in processing hemp for other companies, sourcing raw materials from local farmers. Over three years, they processed 1 million pounds of hemp, a volume expected to increase to 700,000 pounds in 2025 alone. This success led to the creation of their own line of products, including sodas, seltzers, tinctures, and a cannabis-flavored non-alcoholic spirit, culminating in the establishment of Goodland Food and Beverage.
The legal framework for Goodland Extracts’ products is rooted in the 2018 Hemp Farm Bill, which differentiates hemp from marijuana based on THC content. Hemp contains less than 0.3% THC, making it legal under federal law. Wolf explained, “As long as that THC was derived from hemp at a low dose amount and not from marijuana, which is a high dose amount, that is what makes it legal.”
As Goodland Extracts continues its expansion, it is reshaping Milwaukee’s historic beverage industry. Pattee emphasized, “There’s enough room for everybody—alcohol, wine, spirits, these hemp-derived beverages.” This innovative approach reflects a broader trend in consumer preferences and highlights the potential for growth within the cannabis beverage sector.
The journey of Goodland Extracts illustrates the changing landscape of the beverage industry, where traditional norms are being challenged by emerging alternatives. As the company prepares for further growth, it remains committed to quality and innovation in an evolving market.
