Don’t Fake the Funk
How to Build a No BS Global Expansion Strategy
With High Day (Carl Saling), Flower Mill (Brent Stevens) & Old Pal (Rusty Wilenkin)
North American cannabis operators often get stars in their eyes when they think of Europe. Planting a flag in Berlin or Zurich could be the golden ticket to the stability and revenue that so often feels just out of reach, even in well-established markets like California, Illinois, and Colorado. Expanding to a new continent involves more than downloading a currency conversion app and the latest version of Google Translate.
I’ve been in the trenches as a CEO of a public company, I write checks to brands I believe in, and know both sides of the pitch deck. I have spent the last two decades navigating international business in both real estate and cannabis. This experience brings an understanding of where Americans and Europeans lose one another in translation and it ain’t just linguistics.
Going global is a legitimate, strategic move. I tell my clients who are serious and prepared, the leap “across the pond” is fundamentally no different than opening Missouri when you’ve only been in California. The markets are not the same and figuring out what’s different and how to address those differences is foundational. Global expansion is definitely only for companies with adequate human and financial resources, and when executed properly, new markets can be a real boon. Expanding globally requires a precisely written and executed strategy and a deep understanding of how your leadership team and brand(s) will be perceived in new markets.
At New Holland Group, we help companies and brands write these strategies, pressure-test their ambitions, figure out what’s actually worth doing now versus what should wait, and who would be the best “boots on the ground” partner.
Nuance Is the Name of the Game in
Be clear, Europe is not one big market that’s ripe and waiting to be filled with American brand expansions. It’s a constellation of countries, each with its own regulatory systems, cultural norms and expectations. Germany, Switzerland, the Netherlands, the UK, the Czech Republic—they’re all doing something different. And they all require a custom approach.
Before you daydream about European storefronts, dial-in your American SOPs (standard operating procedures.) Before my clients consider adding languages, time zones, and laws to the mix, we tighten their U.S. operations. That often means expanding into a few more U.S. states to get the handoff streamlined.
We start with market research, product-market fit and cultural insight: Is your product allowed? Are you solving a real problem for consumers? Does your brand mission and messaging translate … literally and figuratively? Is it any good?
How Is European Cannabis Culture Different From the U.S.?
My own connection to Europe started more than two decades ago, long before I was in cannabis. My children are dual citizens of Germany. We speak German with each other when we don’t want people around us to know what we’re talking about (and … it’s mostly never about you.) Plus we have a family dialect we call "Germish", a blend of German and English that develops organically because some words just work better in German or in English. That lived experience and the relationships I’ve formed over 25 years in Europe are invaluable in this field of work.
On LinkedIn, I asked some of my friends and colleagues who also have a foot on both sides of the pond to share their perspective, and they articulated some of the wonderful details that make Europe’s diverse cannabis culture so distinct from its American counterpart. Click on the link to view what they had to say. Spoiler alert: Europeans who smoke usually add some tobacco and smoke “spliffs.”
Their observations also illustrate why brands need to do their homework before entering these markets. U.S. companies often assume the ubiquity of American cannabis culture, and in part they’re right, American cannabis culture has infiltrated Europe. But in large part, not so much; Europeans have a distinct culture and long history with cannabis and good operators should avoid the landmines of ignorance. For example, in Germany, April 20th is historically associated with Hitler’s birthday—not California stoner culture. Cultural context matters.
Health Care, Wellness and Why it Matters for Cannabis Brands
Of course, the way people like to smoke their weed and what they look for in a cannabis product isn’t the only difference between Europe and the United States. Also important to know, Europeans view wellness through a different lens. In the U.S., healthcare is a privilege; in Europe, it’s a fundamental right.
Medical cannabis programs in the United States operate separately from our healthcare system. “Medical dispensaries” may style themselves like pharmacies—something that’s even required in states like Utah. but most cannabis brands are severely limited in the kind of medical claims they’re allowed to make under state and federal guidelines.
In states without adult-use markets or where prices and purchase limits are prohibitive, medical cannabis programs are something of a back door for consumers who just want access to cannabis as a wellness tool.
That paradigm makes total sense for anyone used to the American health care system. But the expectation that patients would pay cash for medical cannabis instead of presenting their insurance card at the counter is fundamentally incompatible with European health care.
Europe’s Regulatory Patchwork: What You Need to Know
If you think state-by-state regulations are complex, the EU makes it look like child’s play. The European cannabis landscape is a patchwork of national frameworks with EU directives layered on top. There’s no single rulebook. Germany’s adult-use legalization rollout, for example, is happening in phases, with medicinal cannabis, homegrow and social clubs (ie grow cooperatives) permitted but commercial adult-use sales still waiting for rules to roll out. Switzerland has a progressive pilot program in place, allowing limited retail sales under strict data collection and has recently announced the intention to legalize adult-use, and Luxembourg is continuing to implement its own version of partial legalization.
Meanwhile, countries like France remain extremely conservative, only allowing cannabis for terminally ill patients under strict conditions. The UK has a medical cannabis framework that exists more on paper than in practice, and the Czech Republic has positioned itself as a future cannabis hub, yet enforcement and infrastructure still lag behind ambition. We are all waiting to see what comes out of Slovenia this year. It could be the sleeper market to watch!
For operators, this variability means there’s no such thing as a blanket “European strategy,” only country-specific strategies that must be built from the ground up. Brands must also be prepared to adapt to changing timelines, such as delays in the German seat of government, or pivots in public sentiment that influence policy direction.
PS: Because I spend so much time at industry events across Europe, I share a lot of what I'm seeing on LinkedIn.
Global Cannabis Expansion Strategy Needs Local Partnerships
This regulatory complexity is exactly why you need the right people in your corner. For a solid trademark, patents or other intellectual property protection plan, don't cut corners and don’t try to Google your way through it. Hire the right people. Work with experts.
The fastest way to fail in Europe? Assume you can do it alone. The smartest path? Vet trusted local partners.
I’ve spent years building a network of savvy people who are legitimate experts - people who deliver. This includes business consultants, lawyers, importers, manufacturers and distributors. When a client calls with a problem, I’m usually one phone call away from the right answer. Whether it’s a detail-focused IP attorney, a hands-on distributor who answers emails promptly, or a fractional CFO who knows highly regulated industries, I’ve already “kissed the frogs” so New Holland Group’s clients simply have to pick their prince or princess.
My best advice for brands evaluating their next move is to start building relationships now, before you invest another minute or dollar into your global cannabis expansion strategy. With proven experts on your side, you can save a lot of time and money getting the details of that strategy just right. In an industry that changes as fast as cannabis, future proofing is key, and it starts with trust.
Branding Across Borders
Another hard truth: Europe doesn’t do hype. If your brand depends on swagger, superlatives, hoodie drops and flat-bill hat culture, the road abroad will be rough. Your legacy cred from slinging dime bags won’t earn you the same respect. In Europe, sophistication matters. Cultural intelligence matters. Your clever wordplay and double entendres might not survive translation. The word “fast” means speedy in English, but in German it means “almost.”
There’s also a subtle but important cultural divide. Europeans think differently, communicate differently and value different traits. Americans often assume their “best in the world” branding will carry weight abroad, but the hyperbole that many Americans default to often comes off as arrogant to an international audience.
Those differences play out all the time in the way other products are marketed and branded in Europe versus the United States. Think about the way books are sold: In the U.S., you get dust jackets covered in splashy graphics, “best-selling” claims and celebrity endorsements. In Europe, you get just the author’s name and the title on the cover. That tells you everything you need to know about the value of branding over there.
Operational Realities: From Packaging to Supply Chain
Supply chains, packaging standards, and labeling laws, none of it is plug and play. Want to import cannabis to Germany? You’ll need to operate in the EU GMP framework (read: pharma).
Sometimes it’s worth building in-house infrastructure. Sometimes it’s smarter to partner with local businesses for third-party services. I help clients weigh those decisions based on timelines, budgets, and risk tolerance. What matters most is speed and trust. Do you want the expensive contractor who finishes in a week, or the cheaper one who takes a month or more? Either way, time is money and that ends up being about the same. Pick your poison: speed or cash.
Measuring ROI and Planning for the Long Game
Speaking of time and money, the fact is that European expansion isn’t a short game any more than it’s a silver bullet. The timeline to profitability can stretch years. But if you approach that goal like a public company, with realistic goals, a strong foundational structure, patience and smart capital allocation, the payoff can be enormous because the biggest difference (imho) between our two continents is that one is embracing cannabis with common sense and the other is controlled by lobbyists and fear mongering.
The Future of Global Cannabis
The next three to five years will be pivotal. Germany is the tip of the spear, but countries like the Czech Republic, Holland, and Switzerland are gaining ground. We’ll see more pilot programs, more cross-border research, and hopefully, more harmonization across the EU.
The brands that succeed won’t be the loudest. They’ll be the most prepared, the most respectful and the most strategic.
Want to go global? Here are three things to keep in mind:
Invest in relationships. The right partner can shave months or even years off your timeline.
Step up standard operating procedures. When you’re clear on what works in your processes and why, it’s easier to adapt them for new market conditions and regulatory environments without missing a beat.
Don’t fake the funk. Europeans have a sixth sense for bullshit. Be real, be well-prepared, and be willing to learn.
Yes, Europe’s cannabis interests are seeing major momentum and new legitimacy in 2025, and a new chapter is being written. But success requires insight, patience, and real-time adaptability. A well-informed bet on expansion that goes beyond the typical pastiche can be accretive to your company or brand’s bottom line. If you’re serious about European expansion, don’t just book a flight. Book a strategy call. And maybe, let’s have a coffee in Berlin.