As the cannabis industry prepares to enter a new year, industry veterans Bill and Jeff Levers of Beard Bros. shared their insights on the dynamic landscape, emphasizing rapid regulatory changes, expanding global markets, and the importance of collaboration.
In a recent discussion, the Levers brothers reflected on the monumental developments of 2025, noting unprecedented movement within the U.S. cannabis sector. “We’ve seen more activity in cannabis in the last year than in the past decade,” Bill Levers stated, citing key events such as the hemp ban and efforts to reschedule cannabis to Schedule III as indicators of a shifting legal environment.
Despite these positive signs, uncertainty remains. The industry is closely watching legislative proposals and international moves, especially as major players like pharmaceutical, alcohol, and tobacco companies prepare to enter the space once rescheduling occurs. “The real money will come from these big industries,” Jeff Levers commented, highlighting interest from global markets, including Europe.
International Activity Is Underway
International activity is already underway. Seth Yakatan recently revealed Kronos Group’s strategic acquisition of a leading adult-use cannabis company in the Netherlands, signaling aggressive moves into European markets. Canada continues to be a key exporter to Europe, especially Germany, which has experienced a surge in imported products, sometimes at the expense of local markets.
However, European markets are advancing in their own right. Countries like Germany have made significant strides in decriminalization and medical cannabis, though supply chain protections remain a challenge. The European approach, focused on patient care and integration with health systems, contrasts sharply with the U.S., which remains recreational and federally restricted.
The Importance Of Industry Collaboration
The Levers brothers stressed the importance of industry collaboration and networking. They highlighted the role of events, from European chambers of commerce to local industry meetups, in fostering relationships that can accelerate growth and facilitate knowledge sharing. “Networking shortens the learning curve and helps operators avoid pitfalls,” Bill Levers noted.
They also underscored the necessity of financial discipline and strategic planning for operators. “Most businesses are lacking solid financials, which hampers growth,” said Jeff Levers. He advocates for simple, consistent financial analysis and goal setting, emphasizing that understanding industry benchmarks can empower operators to scale sustainably.
Marketing strategies are evolving too. As the industry matures, traditional word-of-mouth is giving way to sophisticated digital campaigns and targeted outreach to new demographics. “The landscape is more competitive now; brands need creative, viral campaigns to stand out,” Jeff added.
Media Plays A Vital Role
Supporting this growth, industry media and partnerships play a vital role. The Levers brothers’ own media efforts have expanded from news commentary to strategic consulting, guiding companies through marketing, compliance, and operational challenges. Collaborations with firms like Puff Creative exemplify how industry players are building comprehensive support networks.
Looking ahead, the Levers brothers see European markets as a blueprint for success. Countries that prioritize patient-centric policies, integrate with healthcare systems, and foster innovation are setting the pace for the future. “Europe is moving faster and more thoughtfully; they are focused on public health and sustainable growth,” Bill said.
Opportunity-Rich 2026 Predicted
In conclusion, industry leaders predict a vibrant, complex, and opportunity-rich 2026. With continued collaboration, strategic adaptation, and an eye on global developments, cannabis operators and investors can expect significant growth and transformation in the coming year.
As they summed up, Bill and Jeff Levers assured that Beard Bros. and their industry partners will be active advocates and innovators throughout 2026. “Stay tuned for more updates and opportunities — this is just the beginning,” they said, signaling an exciting year ahead for cannabis worldwide.
