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reserve your ad hereA plant that moves billions, connects cultures, and remains a symbol of resistance. All this through an expansive and incredibly diverse network of possibilities within a fast-growing industry. And Europe is no exception.
Cannabis has already shown the world that it’s so much more than people ever imagined. Today, it’s the driving force behind an industry expanding at record speed. In Europe, the culture around it keeps blooming in every direction, with strength and purpose.
Let’s start with a quick comparison.
The cannabis industry in the United States has become a global benchmark—whether it’s the organized dispensaries, the strict quality control, doctors who truly understand the endocannabinoid system, or initiatives like the one in New York, where people formerly incarcerated for cannabis possession were the first allowed to open licensed shops—an example of real reparative justice that many countries should follow.
The U.S. is light years ahead of most when it comes to the recreational market, pulling in around 34 billion dollars in 2023. That number speaks for itself.
In Europe, however, the landscape is much more fragmented. Just like in the U.S., each country has its own rules. Most still focus heavily on pharmaceutical production, industrial hemp, and wellness (CBD). Germany, for instance, has only recently taken a bigger step with THC, allowing cannabis social clubs, while Spain still keeps its clubs in a legal grey zone.
Despite these legal restrictions, the continent is home to two of the world’s largest cannabis expos: Mary Jane in Germany and Spannabis in Spain.
For years, this market has been growing and reaching new heights—surprising even the most seasoned cannabis lovers who always knew the plant’s true potential.
The global industry is growing at an annual rate of 34.03%, promising a massive future. And when you think about the plant’s power to save the planet, with uses like bioplastics, sustainable concrete, and clean fuel, it’s only a matter of time before that future becomes reality.
With the rise of the industry, the cannabis community—which was already huge, active, and tight-knit—has become a powerful, highly targeted audience. And niche markets like this are a dream for any entrepreneur: a well-defined, passionate public with a real connection to the brands they love.
But even within a niche, there are entire universes of smaller niches.
That’s where it becomes essential for cannabis brands—or agencies working in the space—to understand the niche within the niche they’re speaking to.
Within our niche, for example, the public splits into old-school growers from the ’70s, curious newcomers, female clubs, those who are hungry for knowledge, and those who just want good vibes. There are dabbers, joint lovers, cannabinoid-only enthusiasts… and the list goes on.
And the market itself has many sectors: legal, artistic, commercial, executive, creative…
The cannabis industry is a complete ecosystem with diverse audiences and market segments—but all united by the same plant. And within this ecosystem, one of the most powerful sectors is events. And even there, we find more subdivisions.
There are corporate events, brand launches, B2B expos, competitions, music festivals, exhibitor fairs, educational programs, community gatherings, culinary events, sensory experiences… sometimes all happening at once in the same space! Creativity is the only limit.
Cannabis cups aim to a more technical and professional crowd. A real-world example is the High Secret Cup, where projects can register to compete—no need for a VIP invite—opening a rare door to hidden terpenes from around the world.
High Secret has a unique feature: participants take part in the full experience, even sitting alongside the professional judges to evaluate other samples. Expert scores weigh more, but this space for exchange is what sets it apart.
After two editions in Barcelona, the third will take place in Berlin on June 18, 2025, during the Mary Jane expo week. Past jurors have included legends like Milla the HashQueen, Baaba, Nikka T, Dragonfly, and others. This year, Julie, editor-in-chief of Skunk Magazine, will be judging the flower category!
The other categories are ice hash and rosin, creating a concentrated lover’s dream full of solventless seshes.
The experience gets glowing reviews from those who live it: high-level production, thanks to the creativity of the international team behind it. High Secret is a reflection of commitment to quality, innovation, and activism.
It’s co-produced by Canal Binóide, a communication agency; High Sessions, an audiovisual and event production team (and the inspiration behind the Cup’s name); and GreenMaze, a farmer and hash maker of high quality products. Again, three different niches coming together under one purpose to build a cup with a clear goal: unity.
Within the same cannabis niche, music festivals with market zones reach another crowd entirely: end consumers, enthusiasts, the curious.
One example is Festival Binóide, a self-produced event by Canal Binóide happening in Lisbon on June 29, 2025, kicking off the city’s summer season.
With capacity for up to 1,300 people, it will offer 10 hours of programming, including Cape Verdean Sound System Mindel Reggae, two stages with various DJs (hip hop & reggae/dub), a cannabis-themed rap battle, educational talks, and over 20 local brands and artists showcasing their work.
It’s a festival that blends cultural experience, knowledge, and lifestyle—all open to the public.
What was once about resistance and marginalization is now about market, art, unity, and innovation. A real industry.
Cannabis cultural production in Europe is more alive than ever. There’s so much creativity to be tapped into, and so many sub-niches that didn’t even exist a few years ago are now full of potential!
Taking advantage of the moment—of real-life gatherings and printed pages in a world of endless feeds—is priceless.
The brands that know how to show up in the offline space, whether by participating in niche events or producing their own, are the ones that will stand out.
Online reaches borders and builds massive communities—but it’s only through real events that brands can offer unforgettable experiences.
Follow online:
https://www.instagram.com/canal.binoide/
https://www.instagram.com/highsecretbarcelona/
