Mike Tyson’s celebrity cannabis brand, TYSON 2.0, has opened a new coffeeshop under its brand name in Amsterdam, the Netherlands. Adam Wilks, CEO of TYSON 2.0, explained that Amsterdam had become one of the world’s top tourist destinations. Therefore, the coffee shop in Amsterdam is a significant success for TYSON 2.0, which is expanding its international presence beyond North America.
TYSON 2.0 Coffeeshop Opens in Amsterdam
TYSON 2.0, Mike Tyson’s celebrity cannabis brand, has opened a new coffeeshop under its brand name in Amsterdam, the Netherlands.
Since Friday, March 24, customers can visit the new coffeeshop, which offers a wide range of TYSON 2.0-branded signature products, including accessories and other innovative items.
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TYSON 2.0 Coffeeshop a “Dream Come True”
“The fact that we were able to open our first coffeeshop in Amsterdam is a dream come true for me,” said Mike Tyson, co-founder, and brand director of TYSON 2.0, in a press release. He added that the café would enable his fans to experience all TYSON 2.0 brand products.
Tyson not only gained fame as a legendary boxer but also became a prominent entrepreneur and cannabis advocate. In 2021, the African country of Malawi asked the boxing star to become its official hemp ambassador. They asked the former heavyweight champion of the world to take on the role of ambassador for cannabis in Malawi to attract foreign investors.
TYSON 2.0 Coffeeshop a Significant Success
Adam Wilks, CEO of TYSON 2.0, explained that Amsterdam had become one of the world’s top tourist destinations, with more than 18 million visitors a year. Therefore, the opening of the TYSON 2.0 coffee shop in Amsterdam represents a significant success for the company, which is expanding its international presence beyond North America and into the European market.
“We are looking forward to introducing the TYSON 2.0 brand in Amsterdam and serving our European fans with products that are leading the industry,” Wilks said in a press release.
The Growing TYSON 2.0 Brand
One TYSON 2.0 product that has recently gained a lot of popularity online is Mike Bites. These are cannabis-infused jellybeans that resemble an ear, referring to the high-profile incident when Tyson bit the right ear of former professional boxer Evander Holyfield. The bite led to Tyson’s disqualification from the 1997 WBA World Boxing Championships, his boxing license was suspended, and he was fined $3 million.
Located at 222 Spuistraat Street in the center of Amsterdam, the new TYSON 2.0 coffeeshop covers an area of about 111 sqm. The store’s interior draws on the brand’s signature color scheme of red and black, combined with exposed brick walls and light oak furniture. The lounge area allows guests to interact with the TYSON 2.0 brand, its product offerings, and glass bar.
The opening of the Amsterdam café comes after the brand announced it would begin exporting its products to Canada in partnership with Purple Farm Genetics. In August 2022, the company also partnered with HEXO Corp to bring TYSON 2.0 products to the Canadian market.
Opening Comes at a Time Where Amsterdam Is Rethinking Cannabis Regulations
The launch of the coffeeshop in Amsterdam coincided with the city’s rethinking of regulations regarding access to cannabis cafes. The coffeeshop model has become so recognized in Europe and around the world that even the US state of California is considering it.
Although cannabis is not legal in the Netherlands, the country has a policy of tolerance toward cannabis and other “soft drugs,” as well as regulation of prostitution. This combination brings many tourists to the country to take advantage of the attractive range of entertainment options.
However, in February, the city council announced that smoking cannabis in the Red Lantern District will be banned starting in mid-May, meaning that cannabis can only be consumed inside coffeeshops and not outside.
The policy is part of the city council’s initiative to improve the quality of life for residents, who have expressed dissatisfaction with the heavy tourist traffic in popular areas such as De Wallen, the city’s largest red-light district.
(Featured image provided by TYSON 2.0 via PR Newswire)
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