Bill Berrien for Governor: Sound Bites Aren’t Cannabis Policy

It is refreshing to see the mainstream media again talking about cannabis reform, but just asking a generic questions like “Do you support legalization of marijuana?” does not count as journalism in today’s environment. Both federally and at our state level, the conversation has advanced far beyond that. With the growth of hemp, the rise of intoxicating cannabinoids, and the patchwork of laws across the Midwest, Wisconsin is now both a witness to and a willing participant in letting hemp rule the day.

Many insiders say the path to marijuana legalization is blocked at the federal level for a variety of reasons—and that hemp is the true key to overall cannabis reform. If the federal government eventually regulates hemp cannabis products after they leave the farmer’s gate and taxes them at some level, it will have to create a parallel system to state-run medical and recreational marijuana programs. That will raise conflicts over both control and revenue, because no state will easily give up its cannabis tax base to Washington, D.C. Taxation—whether we like it or not—drives policy. It always has, and it always will.

That brings us to something Republican gubernatorial candidate Bill Berrien recently said. In a campaign interview, Berrien suggested Wisconsin could legalize THC-infused beverages and use the tax revenue to attract new business opportunities (Marijuana Moment; Marijuana Herald). While it’s notable that a GOP candidate is even willing to talk about legalization, his narrow focus misses the bigger picture.

The Bigger Picture: Hemp as an Economic Driver

Right now, Wisconsin cannabis retail points of sale already collect general sales tax on hemp-derived products, and that is more than enough. The real economic engine isn’t taxing the latest trendy beverage—it’s the industrial hemp industry itself, coupled with a robust adult-use cannabinoid market. Hemp has already proven itself a stimulator of jobs, entrepreneurship, and rural revitalization. Berrien, a businessman, should recognize that opportunity more clearly.

While no one expects a candidate to lay out a full cannabis platform in a short news interview, we should expect someone running for governor to have a realistic grasp of the state they wish to govern. The reality is that so-called “friendly Republicans” in Madison are not too friendly when it comes to cannabis taxation, and many are openly hostile to intoxicating hemp retail products—including the very drinks Berrien mentions. If he is pitching a new cannabis tax as a signature policy, he may be throwing a pitch his Republican colleagues will never swing at.

Purple State Politics and the Cannabis Caucus

As a purple state, Wisconsin’s 2026 governor’s race is critical. Knowing your state—and its cannabis landscape—is crucial. The obvious: intoxicating cannabis products are here, they have been here, and they always will be here. Until we hear a candidate pledge to help form a Wisconsin Cannabis Caucus and work in a bipartisan manner on “reforming the marijuana laws in Wisconsin,” we are left listening to partisan campaign rhetoric and half-measures.

Bill Berrien’s outsider campaign may be built on military toughness and manufacturing credentials (AP; PBS Wisconsin), but when it comes to cannabis, voters deserve more than sound bites. We deserve a real plan that addresses hemp, marijuana, taxation, and justice reform, in a way that works both conceptually and practically—not just in campaign talking points. The formation of The Wisconsin Cannabis Caucus is the real first step towards true reform.