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Key Takeaways:
Cannabis retailers are transforming dispensaries into immersive
destinations, while celebrities and Tribal enterprises are
reshaping industry influence.
The rise of intoxicating hemp and global market expansion is
unlocking new revenue streams.
As regulations evolve, businesses that innovate — whether
through experiential retail, brand authenticity, or strategic
market entry — will define the industry’s future.
—
Each year, the Cannabis 50 highlights the individuals,
companies, and organizations making a meaningful impact on the cannabis industry. This year’s list
confirmed key trends prevalent in the industry that emerged as
common throughlines among multiple honorees.
From creating memorable and engaging customer experiences to
expanding into international markets, here are five notable trends
driving the industry forward.
1. The Continued Prevalence of Intoxicating Hemp
Intoxicating hemp products have surged in
popularity, with an increasing number of cannabis companies taking
advantage of new revenue streams outside the traditional cannabis
business model. These products can be sold in convenience stores,
online, and through other mainstream distribution channels.
Companies ranging from Curaleaf and Tilray to Uncle Arnie’s and Wyld have already
capitalized on this trend. As regulatory frameworks continue to
evolve, intoxicating hemp provides an avenue for brands to
diversify offerings and reach new consumers beyond the confines of
state-regulated cannabis markets.
2. Celebrity Cannabis Brands
From actors to athletes, celebrities are making their mark in
cannabis, transforming what was once a career risk into a powerful
branding tool. Names like Jim Belushi (Belushi’s
Farm), Wiz Khalifa (Khalifa Kush), Snoop Dogg (Death Row
Cannabis), and Cheech & Chong (Cheech & Chong’s Cannabis Co.) have
launched cannabis brands that leverage their personal connections
to the plant. Celebrities like Willie Nelson (Willie’s
Reserve) and Ricky Williams (Highsman)
bring authenticity and advocacy to their businesses, building
brands that align seamlessly with their public personas. As
celebrity-backed brands continue to gain traction, they help break
down stigma and introduce cannabis to broader audiences.
3. Expansion Into Emerging Markets
As U.S. cannabis markets mature and the industry awaits
rescheduling news, companies are looking to newly legal states and
international markets for growth. Missouri and Ohio have seen rapid
expansion in adult-use sales, with Good Day
Farm and Cresco Labs securing strong positions.
Meanwhile, global markets are opening up, with Curaleaf International acquiring Cann4Med in
Poland and Khalifa Kush preparing to launch in Germany’s
medical market in 2025. While expansion offers opportunities,
it also brings challenges such as regulatory complexity and
financial constraints. Companies that succeed in emerging markets
are those with strategic planning and adaptability to shifting
legal and consumer landscapes.
4. Tribal Cannabis
An increasing number of Tribes are solidifying their place in the
cannabis industry, leveraging historical connections and economic
opportunities. The Saint Regis Mohawk Tribe established New
York’s first Tribal licensing program, while the Eastern Band of Cherokee
Indians launched operations in North Carolina. In California,
Redding Rancheria entered the market through
state-issued license purchases. Organizations like the Indigenous
Cannabis Coalition are playing a crucial role in supporting
these initiatives by advocating for education, policy development,
and economic empowerment within Tribal communities. Tribal cannabis
businesses are not only expanding market access but also ensuring
Indigenous representation in the industry’s growth.
5. Experiential Cannabis Retail
Cannabis retailers are transforming dispensaries into immersive
destinations that blend entertainment, luxury, and community. In
Las Vegas, Planet
13, the world’s largest dispensary, which already offered a
restaurant and bar, recently launched the new DAZED!
consumption lounge. Jardín, another Vegas hotspot, provides
an upscale shopping experience, while West Hollywood’s The Studio Cannabis Smoking Lounge offers
tableside ordering and live events. Meanwhile, The Woods,
co-founded by Woody Harrelson, features private cabana-style rooms
and a lush garden lounge. These experiential retail spaces are
redefining the cannabis shopping experience, making it more social
and engaging.
Looking Ahead: Cannabis Opportunities and Challenges
The cannabis industry continues to evolve, with new
opportunities and challenges shaping its future. Whether through
immersive retail experiences, Tribal-led enterprises,
celebrity-backed brands, intoxicating hemp products, or global
expansion, businesses that innovate and adapt will thrive.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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