In the world of cannabis technology, few brands carry the legacy and trust of Storz & Bickel. Since over 20 years, the Volcano has been the benchmark for high-quality performance. It is the preferred vaporizer for cannabis patients as well as connoisseurs. While the brand’s legacy is built on its classic devices, Storz & Bickel continues to innovate. The brand launches the VEAZY today, which is an innovative device for personal dry herb vaping.
The new Storz & Bickel VEAZY Vaporizer delivers consistent, flavorful vapor in just 40 seconds using the company’s patented hybrid heating technology. This is the brand’s most compact and affordable product, costing only $249. Users can fine-tune settings and easily personalize sessions from their phone or laptop via Bluetooth to the S&B web app. You can also recharge it on the move with the USB-C quick charging system. The VEAZY is the perfect blend of style and substance: It fits nicely in the palm of your hand but still packs a punch with S&B’s patented mini hybrid heater blending conduction and convection.
Cannabis Now Founder Eugenio Garcia sat down with Jürgen Bickel, co-founder and managing director of Storz & Bickel, to discuss the brand’s 25-year journey from a small German workshop to a global industry leader. In this conversation, Jürgen shares the company’s foundational principles, his new role as a public-facing advocate for the brand, and an exciting first look at the VEAZY, the company’s latest device set to redefine accessibility in the space.
Eugenio Garcia: Jürgen, welcome. You are welcome. Storz & Bickel is one of the few brands with a true legacy. I think cannabis is a relatively new industry. However, we have been in the modern marijuana market for more than a decade. But your brand has an interesting history. I’d like to find out more about its beginnings.
Jürgen Bickel: Certainly. The year was 1995, maybe even before. Markus Storz was my ex-partner or partner. The Volcano was developed by him. I saw him occasionally during the development of Volcano, and we also tried out a couple things together. Then, however, I still lived in South America. In November of 2000, the Volcano was released in its first series. He was my first client. I bought myself a Volcano. At that time I stopped smoking and brought the Volcano with me.
After a year, I returned to Germany. Markus was in need of help and I had just finished my time in South America. I knew how to assist him because I was familiar with the device. We attended trade shows together, and then we decided to co-found Storz & Bickel. The journey began with just us two. We have 150 people working here now, and we’ve had an amazing time.
EG: How did you create the Volcano technology 25 years ago? What has changed over the last 25 years? You must now have 20 or more products.
JB: The heat gun was the first step. The fact that it is not necessary to burn a flower in order to eat it was evident at the time. It wasn’t obvious to anyone at the time that THCA had to be decarboxylated. We only knew that it worked. You need to have a minimum temperature of 180°C for the THC to be released. If you go above 230°C, you will burn it. You must maintain a precise temperature to remain in this window. Here’s how the story began.
EG: Volcano is not complete without the balloon. What is the reasoning behind this design and why does it have benefits that are not available with other methods?
JB: Even today, many people ask: “Is it a bag or a balloon?” The bag is just an easy way to store the vapor that you’ve already created so you don’t have to breathe in. Once you hold the bag, it’s almost impossible to make a mistake. Inhalation of the bag is easy and resistance-free. This made it special right from the start.
EG: The medical benefits of these devices are enormous. From a medical standpoint, how do you view the product and the presentation?
JB: Tuttlingen in Germany is the center for medical device manufacturing. We knew from the start that we needed a similar medical device to everyone else in town. We also knew that a person with some disabilities would need to be able use the device. Also, it was crucial that the patient be able to use it. The amount in each balloon is always the same. It is localized; there’s no need to touch heat, electricity, or glass. The patient can use it in bed. The design was conceived with all of these features in mind from the beginning. It worked well.
We are not just interested in the status of medical devices. We certify household appliances that are not considered medical devices. They are certified with a UL standard. The UL 8139 standard is for vaporizing. In a laboratory, we send 100 devices for testing. They are tested on drop tests and water tests as well as electric and venting tests. This is to obtain third-party certification for our product. We do this to demonstrate our diligence and ensure the quality of the product.
EG: How do you approach the creation of new technology or devices?
JB: All feedback from customers is taken seriously. It is reviewed, but it remains an internally-driven process.
We said for the Venty that the MIGHTY+ was nice but we’d like something faster and with more airflow. It was a clearly internal idea. If something isn’t available widely and many people don’t know what vaporizers are, then it’s very difficult to receive positive feedback. There are a handful of experts that know about a wide range of products, but they’re already well-versed in the field. It’s not someone you could ask on the streets. It’s always a feedback that they want something cheap and compact, making it difficult.
Markus and myself both smoke cannabis. We’re also the first people to test these new ideas. It’s our idea, but if it’s not what I want or I’m not convinced it works, I won’t implement it. Our internal review is done in this way. Of course, everyone has ideas. All of this comes together to create a new gadget.
EG: Just now, you mentioned that everybody wants things cheaper and smaller. Apple comes to mind as a company when you make this statement. The company revolutionized technology in all sectors.
It’s a small world. I don’t know if you’ve heard this before, but a lot of people compare Storz & Bickel to Apple. They say Storz & Bickel is the Apple of the cannabis space.
JB: It’s nice to hear. I’ve heard that.
EG: Apple was a brand that lacked personality for a long time after Steve Jobs’ death. For Storz & Bickel, for many years, everyone knew the Volcano and the product, but nobody really knew who was behind it. No public face was given to the brand. Maybe it’s just me, but in the last year or two, we’ve seen you, Jürgen Bickel, really out there as an entrepreneur and a leader in the space, as a spokesperson not only for your brand but for the industry as a whole. Your social media presence is impressive. You’ve been doing more and more interviews, as well as speaking at panels. Has your brand and message really reached the street in the past few years, or is that just a perception?
JB: It’s true. In the past the cannabis legality in Europe and the United States was more complicated, so you might not have been able to present yourself in public as an entrepreneur. In the past few years, this has all changed. I am more open than my company. I’m allowed to say “cannabis.” I’m able to show people how it is consumed. It’s important to me that people see what I mean. I’m not trying to create a bad image. The social media world is a real place. In the end, I am just a normal user who is testing out the gadget. After testing a lot of different devices, I wanted to share this message. The company is behind this product, but I’m who I really am. It is meant to establish trust and tell people that they can spend a certain amount. This is a good thing. You will never regret this.
EG: It has been a challenging economy for the entire industry. It’s interesting to see that many companies from Europe were interested in expanding into the US. Since Germany legalized marijuana, many companies are now focusing on Europe and Germany. Germany is home to nine million people, which means it has an enormous impact on the economy. What impact has Germany had on your life? Mary Jane Berlin was attended by 45,000 to 45,000 people.
JB: We see ourselves from the start as a brand that is global. Each year we deliver to more than 100 nations. Cannabis is used everywhere, regardless of the law. Even where penalties exist, people are still consuming—not in the same way or with the same openness—but worldwide, people have been using cannabis for thousands of years. Our brand has an international focus. This is something I find interesting about cannabis: that it’s used all over the world.
You will also have to consider your major markets, where your sales and revenue are concentrated. Our biggest market is in the United States. Europe has also become more significant. The market was good, but after legalization we saw our sales in Germany more than double. Personality-wise, it’s much more pleasant to live in an environment that allows you to consume cannabis and grow three plants. We are very focused on Germany as it is both our language and home market.
We also have a subsidiary in Oakland; an office with 15 people and more than 20 salespeople employed as Storz & Bickel America, Inc. In Oakland, I founded the company myself in 2005. On the revenue side we focus on our major markets but, our overall approach is global. And I’m happy to say that each year more than one hundred countries are served.
EG: Oakland was an expansion I welcomed. Berkeley was my home for 10 years. Oaksterdam has a special place in my heart. So close to Silicon Valley, they call it a “cradle” of innovation. Talking of innovation, what is the VEAZY vaporizer?
JB: Venty is our latest innovation. It was almost two year ago. The Venty was revolutionary because of its high airflow. The device is very effective, but also a bit expensive and bulky. This device has enough performance to satisfy people who smoke cannabis multiple times daily. As with the Mighty & Crafty we felt the Venty also needed a sister or brother. The “VEAZY” was born.
It’s smaller, lighter, and more convenient. The device has a 40-second heat up time and some airflow restrictions, but is still a small and convenient gadget. With this device, we wanted to make our experience more accessible to a wider audience. It will cost $249. The device has excellent performance.
EGAnd you can choose from a variety of colors?
JB: Yes! Our devices are usually black. We thought “Why not use some colors to make it more stylish?” It will also be available in four different colors: a rainbow of vibrant hues, a blue that’s dynamic, a bright orange, and an adorable pink.
EG: I love them so much. Personalization is important for people. It can be used as a home presentation. You can’t just pull it out of the drawer. This is something that you can use as an accessory on a home bar or as a conversation starter.
JB: The orange button and the various colors are there, it is functional and fits in your pocket. This is a great offer for the market. The design is simple and easy to operate. You simply press the button once to turn it on. It heats when you see the orange glow.
EG: It is beautiful. This reminds me of the microphone used by rock stars. With one of these, you can be the rock star in your life. I’m excited to give one a try. Congratulations.
What are your hopes for the coming five-to-10 years as one of leading brands or entrepreneurs? Are you convinced that we’re on the verge of global legalization or even just in the US? What is your prediction for the short and medium term?
JB: Legally, I believe that things will move in the right directions. Even in the US, I can’t imagine things returning to their previous state. Even the present situation is acceptable. This is a space where you can operate a business and accomplish certain tasks. Globally, you can see it. Australia, as an example, can be a great market. South Africa is also a good market. The exact same thing occurs: First, it is medical. Next, it becomes recreational. The acceptance of cannabis is growing. It is our generation that has been more accepting of it. Younger generations are open-minded, question alcohol, and have a more positive attitude towards cannabis. It’s a good thing, in my opinion, that this is happening.
EG: Absolutely. For us to achieve the kind of future we want, the mainstreaming of cannabis products and the brands that support them are very important. What I’ve also noticed in the last year or two with Storz & Bickel is you have done specific things with your brand, connecting them with mainstream, normalizing opportunities. What’s the next big event on your calendar in Europe, or even in the US that would be a bigger opportunity for you and Storz&Bickel?
JB: Next up is the Cannabis Show in Prague in the Czech Republic. The weekend following, we will be having a party to launch the show in New York. San Diego may also be on the agenda. Then there’s MJ BizCon in Santa Rosa and Hall of Flowers. The bigger events are those. Mary Jane had a big following in Europe.
EG: Awesome. JB, I’ve enjoyed connecting with you. Your progress has been a constant in my life. After I finished high school, the Volcano was a part of my college life. I’ve enjoyed watching you develop over the years, and it is a real pleasure now to speak to you. I’m so grateful.