Highlandia's Market Expansion
Lifted Made's Highlandia THC Beverage Achieves Top-Five Sales in Wisconsin, Plans Regional Expansion
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Lifted Made's Highlandia THC beverage brand has cracked the top five in Wisconsin, a state that has become one of the hottest markets for hemp-derived drinks in the country. The company announced July 2 that Highlandia is now a top-five selling THC beverage distributed by Gala Ventures, LLC — the largest alcoholic beverage distribution network in the state, according to GlobeNewswire.
CEO Nicholas S. Warrender credited "the strength of our partnership with Gala Ventures" for the milestone. Lifted Made's parent company, LFTD Partners Inc. (OTCQB: LIFD), now plans to push Highlandia into other Midwest states. The announcement comes with a major catch: a federal ban on intoxicating hemp products is scheduled to take effect November 12, 2026.
How Highlandia Cracked Wisconsin's Crowded THC Market
Wisconsin has quietly become one of the strongest THC beverage markets in the country. Unlike Minnesota, which caps THC at 5mg per serving, or Illinois, which limits sales to licensed dispensaries, Wisconsin lets these products sell in liquor stores, bars, and gas stations with few restrictions, according to Highlandia Hub. That open market gave Highlandia room to grow fast.
The brand was built to look nothing like traditional cannabis. Flavors act as "passports" to travel-inspired destinations, and the product sits alongside craft beer in mainstream liquor aisles, according to Brewbound. Highlandia seltzers come in 5mg, 10mg, and 50mg nano-THC doses. A "Free-Spirit" 750ml bottle contains 170mg THC per bottle. Warrender also credited BJ McCaslin, President of Strategy, and Milwaukee figure Omar Shaikh — whose retail relationships helped push the brand into its top-five spot — according to GlobeNewswire.
Midwest Expansion Plans Target Minnesota, Illinois, and Michigan
Lifted Made plans to use Wisconsin's distribution model as a blueprint for neighboring states. The company is eyeing Minnesota, Illinois, and Michigan, according to StockInvest.us. But each state has different potency caps, taxes, and rules. What worked in Wisconsin will not automatically work next door.
Gala Ventures launched in September 2024 as a dedicated THC distributor, built on the infrastructure of Badger Liquor — Wisconsin's largest alcohol distributor, according to GALA Ventures. That "three-tier" alcohol distribution network gave Highlandia instant access to thousands of retail accounts. Replicating that kind of reach in new states will take time and new partnerships.
A November 2026 Federal Ban Hangs Over the Entire Industry
The biggest threat to Highlandia's growth is not competition — it is a law already signed by the president. In November 2025, Congress passed H.R. 5371, which includes a clause that bans intoxicating hemp products nationwide. The ban takes effect November 12, 2026, according to mg Magazine. That gives Lifted Made roughly four months to expand before the clock runs out.
Wisconsin Governor Tony Evers has called the looming ban an "extinction-level threat," warning it could cost the state $700 million in economic output and 3,500 jobs, according to Wisconsin Watch. In March 2026, Evers wrote to Congress urging a reversal, according to WisPolitics. Some bipartisan fixes are moving in Congress. Rep. Andy Barr (R-KY) is pushing legislation to stop the ban, according to Marijuana Moment. But no deal is done yet.
Lifted Made's Finances Are Stretched Thin Despite the Sales Win
The top-five ranking is a genuine milestone. But the company behind it is under serious financial strain. LFTD Partners holds a market cap of just $2.41 million and a Price-to-Sales ratio of 0.07, according to GuruFocus. Its Altman Z-Score — a standard measure of bankruptcy risk — sits at -6.44, signaling high risk of financial failure within two years.
In June 2026, Lifted Made cut its workforce from 100 to 77 employees. The cuts are expected to save about $736,000 per year, according to GuruFocus. The company also holds a 4.99% non-controlling stake in hemp beverage maker Ablis and craft spirits brand Bendistillery in Oregon. Highlandia's Midwest push is a growth bet — but it is being made by a company that is simultaneously bracing for a regulatory wipeout.
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