‘A World Where Everyone Can Smoke Like Wiz’: Khalifa’s Cannabis Brand Hits Germany
“When cannabis is regulated, it only helps, it doesn’t hurt.
At this point, there’s no way to not regulate it and help everybody as opposed to pushing it off like it’s something that doesn’t matter. We’re past that point. This isn’t the Stone Age; it’s the Stoned Age.” Ultra-famous rapper and entrepreneur Wiz Khalifa leans back, a cloud of smoke lingering in the air as he reflects on the state of cannabis legalization.
For a man who has built an empire on a plant once demonized by governments worldwide, Wiz speaks with the authority of someone who has witnessed—and driven—the tides of change in both culture and industry. His brand, Khalifa Kush, launched roughly a decade ago and now synonymous with premium cannabis, is set to break into the European market, starting with Germany, as he reveals in an exclusive interview ahead of an official announcement.
‘All The Older Cats Smoked’
Developing a love for cannabis was almost inevitable for Wiz. Growing up in the studio, surrounded by more experienced musicians who smoked while they created, the herb became intertwined with his creative process. “That’s all I’ve ever been around: smoking and creating,” he reflects. “Being around a lot of musicians, all the older cats smoked. When they came to the studio, they would roll up. It didn’t matter if they were 21, 22, or a little bit older; if they had businesses, family, all that… they would come to the studio and that would be their time to chill out, smoke and create.”
As he got older and more established in his career, Wiz’s connection with cannabis deepened. “The older I got and the more I started to do, I would hang out with people like Curren$y, and we would smoke and just go on cool-*ss missions, do things and meet people. This was when Twitter was really popular. So I met a really good group of people, and we could just gather around pot and music; that was our lifestyle. That’s what it really became for me: a community of like-minded people and we were able to grow. As the laws changed and became less harsh, we were able to more freely express ourselves through pot.”
Over time, his relationship with cannabis evolved from a personal passion to a business venture: Khalifa Kush. But this wasn’t just about branding a product; it was about sharing an experience, a lifestyle he loved, with the world.
Khalifa Kush began, as Wiz recalls, “probably 10 to 12 years ago” when he connected with Berner, a rapper and major figure in the cannabis space – the first to be featured on a Forbes cover in 2022. This friendship was the catalyst for what would become a leading brand in the industry. “He [Berner] showed me everything about the business of cannabis: how to create strains and how to move forward with it,” Wiz explains. The brand quickly became known for its strong OG strain, catering to both heavy smokers and those new to cannabis, offering “the best types of highs and the best experience with cannabis.”
Germany: The Gateway To Europe
Wiz’s commitment to quality is now at the heart of Khalifa Kush’s expansion into Germany, a move that has been years in the making. “We’ve had our eye on the German market for a few years now,” says DJ Saul, CEO of Khalifa Kush. The decision to enter this market wasn’t taken lightly; it required the right combination of regulatory shifts and a trustworthy partner who could deliver its premium product line with the same rigorous quality standards found in the U.S. That partner was Berlin-based Sanity Group, a leading force in the German medical cannabis market.
Wiz also saw the perfect partner in Sanity Group, a company that truly commiserated with Khalifa Kush’s ethos. “They understand us, our brand, and how to grow [cannabis]... And they’re willing to grow themselves,” Wiz explains. “We’ve been doing this for a long time, so having everything aligned and being able to move forward without being stuck in the usual processes is really important to me. When I partner with companies that know how to handle and what to do with the product, I feel like that’s a good partnership for us.”
With the German cannabis market projected to expand to €1.7 billion ($1.87 billion) by 2025, and potentially reaching $4.6 billion by 2034, reflecting a 17.2% compound annual growth rate (CAGR) from 2024 to 2034, the stakes are high. Germany, already Europe’s largest economy, imported a record 32,398 kg of medical cannabis in 2023, highlighting its role as a significant player in the medical cannabis sector. For Khalifa Kush, the move into Germany is not just about tapping into a new market; it’s about setting a standard. “Our goal around the world is to have people experience the best of cannabis without the negatives or stigmas that come with it,” Wiz says.
Sanity Group’s CEO and founder, Finn Haensel, shares this vision. “We believe in the power of genetics and that different genetics can have different positive impacts on patients depending on their indication,” he says. The partnership with Khalifa Kush, he notes, is a perfect fit because of the brand’s unique genetics and the strong relationship built over months of collaboration. This co-branding approach between Khalifa Kush and Sanity Group’s medical brand, avvay Medical, will introduce these genetics to more than 3,000 pharmacies across Germany, marking a significant milestone for both companies.
‘Fully Compliant At All Times’
The introduction of Khalifa Kush to Germany comes at a key moment. The country’s medical cannabis market is one of the most regulated in the world, ensuring that only the highest quality products reach patients. Meanwhile, the adult-use market is slowly taking off, following its recent regulation. This is where Khalifa Kush’s commitment to quality becomes crucial, DJ Saul says. “We work closely with our partners to ensure every product that reaches customers adheres to our brand standards across multiple metrics—THC%, humidity levels, trim, etc.—all while staying compliant in each market,” he emphasizes.
Navigating the German market's stringent regulations is no easy feat, especially for a brand associated with a celebrity like Wiz Khalifa. “There are no specific rules in the German medical market around celebrity cannabis brands,” explains Finn Haensel, CEO and founder of Sanity Group. “However, the advertising of pharmaceuticals in Germany is regulated via the pharmaceutical advertising law (“HWG”), which we are fully compliant with at all times.”
Yet, the move into Germany's cannabis market presents both opportunities and challenges for Khalifa Kush. While the brand is predominantly seen as a recreational product in the U.S., its approach in Germany is currently focused on the medical sector. This shift requires a new focus: highlighting the medical benefits of Khalifa Kush's unique genetics rather than relying on celebrity endorsements. Saul and Haensel are confident that this approach will resonate with German consumers, particularly as the country adapts to the recent legalization of adult-use marijuana.
Does Cannabis Make You Lazy?
As Wiz discusses the expansion of his brand into Germany, he addresses diverse perceptions of the plant and its use. For the artist, breaking these misconceptions is part of a broader mission to change the conversation around the herb.
“I don't blame people for thinking that [cannabis makes you less productive], because smoking weed does put you in a place where everything feels good,” he says. “So if you're at that point in your life where you really can't handle it, then you're going to choose just feeling good over actually being productive.”
Wiz believes that responsible cannabis use often comes as consumers mature. “I think it's an age thing. You have to be at the age to smoke weed responsibly and be productive. It just depends on where you're at in your life. If you have to work every day or have responsibilities, smoking isn't going to fit into the schedule as much as it would for someone like me,” he adds.
Understanding and balancing cannabis use with one’s lifestyle is key for Wiz. “If you're able to step away, have a few puffs, or on the weekend, get stoned, or whatever your connection with pot is, it's really important to find your own schedule when it comes to smoking and let that be appropriate for you instead of smoking 20 joints like someone else might be able to,” he advises.
‘Definitely Snoop,’ Horseback Riding With Lenny Kravitz And ‘The Stoner Mount Rushmore’
It comes as no surprise that Wiz has had the privilege of sharing 420-infused experiences with some of the most iconic figures in the world. “Definitely Snoop; that was the highlight of my smoking career,” he says. “Meeting Snoop, rolling up with Snoop, being able to go joint for joint with Snoop.”
Wiz also brings up Juicy J as one of his favorite people to get stoned with. “That was always a dream come true and it was always just fun. We’d smoke and we’d create. Those are some of my favorite OGs to blaze with,” he reflects.
Wiz’s admiration for fellow cannabis enthusiasts extends beyond those he’s met. When asked about his dream smoking sessions, he doesn’t hesitate to mention the legendary Bob Marley. “Honestly, it would be Bob Marley because he’s like the top of the top, the stoner Mount Rushmore. I know the conversation would be good, the music would be amazing,” he says.
But his imaginative vision doesn’t stop there: “I’d also like to get stoned with Lenny Kravitz if he smokes; that would be cool. Just smoke a joint with Lenny real quick, talk about some music, or go ride horses or something like that, it would be fun.”
When it comes to the perfect setting to enjoy cannabis, Wiz has a few ideas depending on the vibe. “If you’re around a trail, you can smoke, go on a cool-*ss hike, find a view and just chill up there, breathe, listen to the trees and the air,” he muses. He’s equally at home by the water, where he envisions spending the day learning to surf. “You never know… we might hop in or there might be some people who know how to surf. I want to learn how to surf, so I could spend all day smoking and learning how to surf. That would be cool as hell.”
Wiz’s ideal moments are all about being present, enjoying the environment and connecting with those around him. “Any outside activity, or just being around the people I love, experiencing different people’s food, culture and how they live… all are perfect moments to get high,” he continues. For Wiz, it’s less about the luxury and more about the experience. “Instead of pulling up in a Rolls-Royce, I’d just walk around and enjoy my surroundings,” he adds.
A Vision For Global Expansion
Khalifa Kush’s journey is about more than entering new markets or banking on emerging trends; it’s about fostering a global movement centered on quality, integrity and authenticity in cannabis consumption.
The brand’s expansion into Germany is just the beginning. As DJ Saul explains, “Our goal is to continue expanding across the U.S. and Europe (where possible) in the coming years, without sacrificing product quality.” The company is also exploring opportunities in Central and South America, as well as in Asia and the Middle East, with exciting partnerships on the horizon.
And Wiz is deeply invested in this global expansion, viewing it as an opportunity to spread a positive message about cannabis. “Being in Germany, which is a totally new concept, I want to be one of the trailblazers as far as quality goes—not just trying to make money or take advantage of the laws changing, but actually helping people with a good plant and a good product… The goal is to have people rely on and depend on an assortment of Khalifa Kush products instead of smoking bullsh*t,” he ends.
