For Euphoria, Cannafest Prague isn’t just another stop on the European expo circuit—it’s home. The annual event, now in its 15th year, is where the company’s story began and where its global rise truly took root. “Cannafest is our home event,” says CEO and co-founder Sardor Varisov. “It’s where Euphoria was born and where our global story really began. Prague isn’t just a location—it’s part of our brand DNA.”

This year marks roughly a decade of Euphoria’s participation at Cannafest. What keeps them returning is the energy—an intersection of creativity, community, and commerce that feels both deeply local and internationally relevant. “Cannafest has a unique energy,” Varisov explains. “It’s professional but also personal. You feel the innovation that’s shaping the future of the hemp industry. Compared to big expos, Prague’s crowd is authentic—they understand the culture behind what we do.”

Showcasing Tyson 2.0: A Knockout Collaboration

At the 2025 edition, Euphoria is centering its booth around Tyson 2.0, introducing Czech consumers to the brand while engaging fans with an interactive punching machine and competitions. “Our main goal is to present Tyson 2.0 and raise awareness about our collaboration with Mike Tyson,” says Varisov. “We want people to see, experience, and purchase Tyson products.”

The collaboration is a striking symbol of Euphoria’s evolution—from local start-up to powerhouse capable of partnering with global icons. The partnership came about almost by fate. “I wrote down ‘Tyson 2.0’ on my Trello board as a dream brand,” Varisov recalls. “Three days later, I met someone connected to his team at an expo in Prague. Within weeks, we had a deal.”

Now, Euphoria produces Tyson-branded edibles and snacks—including ear-shaped chocolates, cookies, gummies, and gum—under a joint venture with Green Success.

The Origin Story: From a Bazaar in Uzbekistan to Prague’s Heart

Euphoria’s roots trace back to Varisov’s early hustle in Uzbekistan, where he sold shoes at a local bazaar at age 12 to fund his education. “I always dreamed of building a billion-dollar company,” he says. “Even when I was ten, I believed it was possible.”

Years later, after winning a scholarship to study in the Czech Republic, Varisov juggled odd jobs—selling souvenirs, running a tobacco shop, working long shifts at a liquor store in Prague’s center. It was there inspiration struck.

Absinthe was flying off the shelves, each tourist wanting a different version. “I thought, why not combine everything they wanted into one product?” Varisov says. Designing labels himself in Photoshop and partnering with a local distillery, he launched Euphoria Absinthe in 2011—the world’s first cannabis-infused absinthe. It quickly outsold 18 competitors and became the seed for a new kind of lifestyle brand.

Building the Euphoria Empire

By 2012, Varisov and partner Eva Hill had formally launched Euphoria, operating with no investors or bank loans—just constant reinvestment. Their speed set them apart: “While bigger companies take a year to launch one product, we were making four to five new ones a month,” he notes.

Thirteen years later, Euphoria has created over 1,300 products across categories: spirits, snacks, cosmetics, hemp supplements, pet food, and energy drinks. Its distribution now spans 40 countries, with products appearing in nearly every Prague tourist shop.

Among the most successful is So Stoned, a hemp-infused energy drink now expanding to North America. “We’re focused on scaling So Stoned into the U.S. and Canadian markets,” Varisov says. “We’re also developing high-end spirits and luxury chocolates—Euphoria is about constant innovation.”

Challenges and the Czech Cannabis Boom

Despite rapid growth, Euphoria faces structural resistance from entrenched industries. “Pharmaceutical and tobacco companies are the biggest mafias,” Varisov states bluntly. “They lobby governments and block new players. But people want cannabis—politicians will have to follow.”

With Czech medical cannabis access expanding in 2025 and home cultivation legalized in 2026, the timing couldn’t be better. Prague’s cannabis culture runs deep—one of the highest per-capita consumption rates in the world. “It’s part of daily life here,” says Varisov. “This country is ready to lead Europe’s cannabis revolution.”

Looking Ahead: Global Expansion and Relentless Drive

Euphoria’s vision doesn’t stop at cannabis. The company is already expanding into nicotine replacement, luxury food and beverage, and hospitality. Varisov’s side venture—a growing chain of kebab shops across Europe—reflects his belief in accessible indulgence and smart scaling.

“I’m a workaholic,” he admits with a grin. “I love building. Maybe one day I’ll retire to a farm with donkeys and ponies for my grandchildren. But for now, I’m focused on the dream.”

That dream—to make Euphoria a billion-dollar brand born in Prague and exported worldwide—is already unfolding. And at Cannafest, where it all began, Euphoria returns not just to celebrate its roots, but to remind the world that big visions can rise from anywhere—even a bazaar stall in Uzbekistan.

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