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Humboldt Social Brings Hospitality Vibes to Spain

Hospitality cannabis brand Humboldt Social sets out to sell CBDs, wellness experiences in Barcelona.




As part of its effort to normalize cannabis consumption through hospitality-based experiences, Humboldt Social is introducing its cannabis line, Social Nature, to Barcelona, Spain.

Social Nature will bring cannabis to Catalonia in the form of its CBD products, including oils and hemp pre-rolls.

“Barcelona feels a lot like California during the early days of cannabis legalization. Catalonian cannabis clubs are so welcoming and forward-thinking with their already established smoking and consumption areas,” Humboldt Social co-founder Matt Deshazo said.

Humboldt County, CA-based Humboldt Social says its mission is to blend cannabis with the hospitality trade. The company is invested in hospitality in numerous ways, including the operation of boutique hotels, waterfront cabins, restaurants and bars with connections to Humboldt Social dispensaries. Humboldt Social’s hospitality spaces employ minimalist design and natural aesthetics, and are intended to be welcoming and low-key retreats from daily life.

“I’ve been involved in the creation and expansion of Humboldt Social as it has opened hotels and dispensaries and launched its own cannabis line. The natural next step is to bring our brand to a place like Barcelona,” Deshazo said.

“We are thrilled to partner with the local community to offer Social Nature’s product line.”


Humbolt Social’s specialty cannabis products, which are formulated with functional herbs and European legal hemp (less than 0.2% THC), will be offered in select retail shops and cannabis clubs in Barcelona. In its efforts to integrate cannabis into hospitality and wellness spaces, Humboldt Social is engaging with Spanish cannabis clubs, CBD shops and wellness stores.

The company is also guiding its partners in Barcelona on how to create interactive customer experiences, like CBD activation through massage. Advising Humboldt Social on the launch in Spain are consultants Josh Munk and Marcel Basilico. Munk and Basilico also helped launch international cannabis brand Cookies in Spain.

“It has been exciting to work with Humboldt Social as they leverage their success in the United States and expand into Spain and Europe. Humboldt Social and Social Nature are helping to normalize cannabis in hospitality, and in general, I see this as the future of cannabis,” Munk said.

Brad Cheng is the digital editor of Global Cannabis Times, produced by SmartWork Media. Brad's journalism career spans working as an editor for PR Newswire, The Nation and The Santa Barbara News Press, and as Managing Editor of The Katy Courier, and publisher of Now This in Princeton. His career as a screenwriter took him into entertainment advertising, writing major film campaigns for studios and for HBO.



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