CIARÁN O’LEARY: THE QUIET ARCHITECT OF EUROPE’S CANNABIS EVOLUTION
Ciarán O'Leary didn’t set out to become one of the most influential figures in Europe’s cannabis landscape. In fact, like many trailblazers, his journey started somewhere completely unexpected: Amsterdam’s legendary nightlife scene. What began as a gig at The Bulldog—one of the city's most iconic cannabis coffee shops—quickly turned into a front-row seat to an industry on the cusp of transformation.
O’Leary’s first real immersion came behind the counter at The Bulldog, one of Amsterdam’s most legendary coffee shops. For a young Irish expat, it was a crash course in cannabis culture unlike any other.
“It was the perfect introduction to everything—regulations, customer service, and the culture that surrounded cannabis. It was real, hands-on experience,” he says.
And it was. The Bulldog was more than a job—it was a frontline education in the inner workings of an industry straddling legality and legend. Every gram sold, every conversation with a wide-eyed tourist, every delivery from a local grower contributed to a bigger picture.
That energy stayed with him. Now based in Barcelona, Ciarán has evolved from an explorer to strategic powerhouse. He’s become a vital bridge between North American cannabis brands and the European market, helping some of the most respected names find their footing in a market that’s only beginning to bloom.
“Europe has so much to offer when it comes to cannabis,” he explains. “But people are overlooking it. The U.S. market is huge, and it’s time for European brands to make their mark.”
In a landscape dominated by American hype cycles and rapidly scaling operations, Ciarán champions a different approach—authenticity over flash, substance over speed. With brands like Doja, he’s played a crucial role in preserving cultural identity while still scaling thoughtfully across borders.
"Doja really gets it. They’re all about quality and culture, and that resonates with me," Ciarán says. "That’s how you build something sustainable—not by chasing trends, but by understanding market dynamics and staying true to who you are."
For him, longevity isn’t about jumping on the next hot strain or product gimmick. It’s about brand integrity. About cultivating roots, not just hype.
One of his proudest moments? Helping to open the first Cookies store in Barcelona. It wasn’t just a win for the brand—it was a validation of everything he’s worked toward: proving that Europe is not just watching the global cannabis industry—it’s part of it.
"Cookies is massive. To help them expand into Europe, into a city like Barcelona, with its deep cannabis roots, was huge." He pauses. “It was a game-changer.”
That launch, in one of Europe’s most culturally rich cannabis cities, sent a clear message: global brands are no longer experimenting with Europe—they’re investing in it. But Ciarán isn’t naive. He knows that regulatory change in Europe is slow, fragmented, and often deeply political. That hasn’t dimmed his optimism—if anything, it’s sharpened his strategy.
“It’s slow, but every step counts,” he says. “We’ve learned a lot from the U.S. about how to build a solid framework. And now, it’s just a matter of time before Europe catches up.”
He’s methodical in his thinking. While many focus on adult-use markets and retail hype, Ciarán sees a larger, longer-term opportunity in medical cannabis. It’s here, he believes, where Europe could truly lead.
"Recreational is important, but the real expansion, the real potential, is in medical cannabis," he says with conviction. “Once Europe sorts its medical cannabis infrastructure, that’s when things will really take off.”
And Ciarán is already laying the groundwork—behind the scenes, aligning brands with clinical standards, lobbying for policy improvements, and ensuring that companies are ready to scale when the green light comes.
For him, the transition of cannabis from subculture to serious global industry isn’t theoretical. It’s happening now, and he’s working to ensure it’s done right.
"Cannabis is no longer this underground thing," he notes. "It’s moving into the mainstream, and we need to treat it with the seriousness it deserves. This is a legitimate business."
That shift—from stigmatized plant to regulated industry—is exactly what drives Ciarán. He isn’t just building cannabis businesses—he’s helping reframe how the world sees them. And he’s doing it market by market, brand by brand.
“It’s going to take time,” he says, "but we’re heading in the right direction. The future is bright. I’ll be here, working to make that happen."
Learn more at Deep Roots Consultancy and Ciarán O'Leary
