Wiz Khalifa Talks Cannabis Legalization and Global Expansion of Khalifa Kush

Ultra-famous rapper and entrepreneur Wiz Khalifa is no stranger to the world of cannabis. As he leans back, a cloud of smoke lingering in the air, he reflects on the state of cannabis legalization with a candidness that only someone of his stature and experience can offer. “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.”

Wiz’s words carry weight, coming from a man who has built an empire on a plant that was once demonized by governments worldwide. His brand, Khalifa Kush, launched roughly a decade ago and is now synonymous with premium cannabis. In an exclusive interview, Wiz reveals that Khalifa Kush is set to break into the European market, starting with Germany, marking a significant milestone in the brand’s global expansion.

From the Studio to an Empire: Wiz’s Cannabis Journey

For Wiz, cannabis has always been more than just a plant; it’s a part of his creative process and lifestyle. Growing up in the studio, surrounded by seasoned musicians who smoked while they created, it was only natural that Wiz developed a deep connection with the herb. “That’s all I’ve ever been around: smoking and creating,” he recalls. “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 Wiz’s career took off, so did his relationship with cannabis. It wasn’t just about the act of smoking; it was about building a community around it. “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,” he shares. “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.”

This lifestyle naturally evolved into a business venture. Khalifa Kush was born out of a love for cannabis and a desire to share that experience with the world. Wiz’s collaboration with Berner, a rapper and prominent figure in the cannabis industry, was the catalyst for this brand. “He [Berner] showed me everything about the business of cannabis: how to create strains and how to move forward with it,” Wiz explains. Khalifa Kush quickly became known for its strong OG strain, catering to both seasoned smokers and newcomers alike.

Khalifa Kush Expands to Germany: A Strategic Move

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 careful consideration of regulatory changes and finding a trustworthy partner who could deliver Khalifa Kush’s premium product line with the same rigorous quality standards found in the U.S. That partner was Berlin-based Sanity Group, a leader in the German medical cannabis market.

Wiz found a perfect partner in Sanity Group, a company that resonates with Khalifa Kush’s ethos. “They understand us, our brand, and how to grow [cannabis]… And they’re willing to grow themselves,” Wiz explains. The partnership with Sanity Group is more than just a business deal; it’s about aligning values and ensuring that the brand’s expansion is done with integrity and quality. “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,” Wiz adds.

Germany’s cannabis market is poised for significant growth, with projections suggesting it could expand to €1.7 billion ($1.87 billion) by 2025 and potentially reach $4.6 billion by 2034. For Khalifa Kush, entering this market is not just about tapping into a new customer base; it’s about setting a standard for quality cannabis products in Europe. “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.

Navigating Germany’s Regulated Cannabis Market

The introduction of Khalifa Kush to Germany comes at a pivotal moment. The country’s medical cannabis market is among the most regulated globally, ensuring that only the highest quality products reach patients. As the adult-use market begins to develop, following recent regulatory changes, Khalifa Kush’s commitment to quality becomes even more crucial.

“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,” emphasizes DJ Saul. Navigating Germany’s stringent regulations is no small task, especially for a brand associated with a celebrity like Wiz Khalifa. However, the partnership with Sanity Group ensures that Khalifa Kush’s products will meet the highest standards of quality and compliance.

While Khalifa Kush is primarily seen as a recreational brand in the U.S., its approach in Germany will focus on the medical sector, highlighting the therapeutic benefits of its unique cannabis genetics. This shift requires a new narrative—one that emphasizes the medicinal value of the product rather than relying on celebrity endorsements.

Challenging Misconceptions About Cannabis

As Wiz discusses the expansion of his brand into Germany, he also tackles the misconceptions that still surround cannabis use. One of the most persistent myths is that cannabis makes people lazy or unproductive. Wiz offers a nuanced perspective on this issue. “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 with maturity. “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,” he explains. For Wiz, understanding and balancing cannabis use with one’s lifestyle is key. “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,” he advises.

Iconic Smoking Sessions and a Vision for the Future

Wiz’s journey in the cannabis world has led him to share 420-infused experiences with some of the most iconic figures in music. “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 mentions Juicy J as one of his favorite people to get stoned with, reflecting on the fun and creativity that smoking sessions with him brought.

When asked about his dream smoking sessions, Wiz 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. His imaginative vision also includes Lenny Kravitz, envisioning a day spent smoking, talking about music, and possibly riding horses.

For Wiz, the perfect setting to enjoy cannabis depends on the vibe. Whether it’s hiking on a trail, spending the day by the water, or simply being around the people he loves, Wiz values the experience and the connection that cannabis brings.

Khalifa Kush’s Global Expansion: More Than Just Business

Khalifa Kush’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, Asia, and the Middle East, with exciting partnerships on the horizon.

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,” he says. “The goal is to have people rely on and depend on an assortment of Khalifa Kush products instead of smoking bullsh*t.”

As Khalifa Kush continues to grow, Wiz’s vision remains clear: to foster a global movement centered on quality, integrity, and authenticity in cannabis consumption.