How A German Vape Company Revolutionized Cannabis Consumption Forever: The Inside Story Of Storz & Bickel

“The cannabis world is always growing. It's a steady and slow process, but it never stops,” says Jürgen Bickel, managing director and co-founder of STORZ & BICKEL. For more than two decades, he has been at the forefront of innovation in vaporization, transforming the way consumers and patients experience cannabis.

From launching the Volcano in 2000, before most people even knew vaporization was possible, to the release of the VENTY, hailed as 2024's Vaporizer of the Year at the EMJAYS, Bickel's approach has always been methodical, science-driven and focused on the user experience. But even after years of refining vaporization technology, he insists: there's still work to be done.

A Legacy Of Innovation: The Birth Of STORZ & BICKEL

Before vaporization became mainstream, before dry herb vapes lined dispensary shelves, there was the Volcano.

The story begins in the late 1990s with Markus Storz, a graphic designer in Germany who started experimenting with hot air extraction as an alternative to combustion. The concept was simple yet groundbreaking: heat cannabis just enough to release cannabinoids and terpenes, but not enough to burn it—eliminating harmful byproducts associated with smoking.

At the time, vaporization was almost unheard of. The idea that you could consume cannabis without combustion was revolutionary, especially for medical patients looking for a healthier alternative.

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Bickel, an engineer by trade, saw the potential in Storz's work and joined forces with him in the early 2000s. Together, they refined the design and introduced a forced-air system that would become the hallmark of the Volcano.

“People didn't even realize you could inhale cannabis without smoking it,” Bickel recalls. “It was a novelty. But once they tried it, they understood the benefits immediately.”

The balloon-based delivery system wasn't just a design choice: it was a game-changer. It separated heat generation from inhalation, ensuring consistent, safe and controlled dosing. For medical marijuana users, this was particularly critical.

“Once it's in the balloon, there's no heat, no electricity—it's very safe,” Bickel explains. “You can fall asleep with it, and it doesn't matter. You can easily inhale at your own pace.”

Engineering The Future Of Vaporization—One Device At A Time

While the Volcano, which turns 25 years old in 2025, remains an industry staple, STORZ & BICKEL didn't stop there. Over the years, the company expanded its product line, refining vaporization technology for different user preferences.

• 2007: The Volcano Digit introduced precise digital temperature controls.
• 2014: The Mighty and Crafty brought portable, battery-powered convection heating.
• 2019: The Volcano Hybrid combined balloon and whip inhalation for more flexibility.
• 2023: The VENTY—STORZ & BICKEL's fastest, most customizable vaporizer yet—set a new standard in airflow and heat-up speed.

The company's approach has always been methodical, balancing scientific research, precision engineering and user feedback.

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“We constantly look at development,” Bickel explains. “We like to let new products settle a little bit… but of course, we are always working on new things.”

This relentless drive for innovation has ensured that STORZ & BICKEL devices are trusted by medical patients and connoisseurs alike, setting the benchmark for quality, performance and reliability in vaporization technology.

Medical-Grade Precision: The Key To STORZ & BICKEL's Success

One of the most defining features of STORZ & BICKEL's devices is their medical-grade quality. The company was the first to receive medical certification for a cannabis vaporizer—an achievement that set it apart from competitors.

Bickel emphasizes the importance of safety and reliability, particularly for medical users. “It was never just about innovation for the sake of it—we wanted to make something that actually improved the way people consumed cannabis.”

This focus on precision and consistency has made STORZ & BICKEL the go-to brand for medical cannabis patients, researchers, and connoisseurs alike. By prioritizing quality over trends, the company has maintained its reputation as the gold standard in vaporization.

The VENTY: Faster, Stronger And More Efficient

In October 2023, STORZ & BICKEL introduced the VENTY, a vaporizer designed to push the limits of speed, airflow and efficiency.

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“The VENTY heats up in just 20 seconds,” says Bickel. “It has a lot of draw possibility—the airflow is very high.”

With its adjustable airflow system, users can fine-tune the resistance to match their preferences, making the experience more dynamic and customizable than ever before. The dual lithium-ion battery also ensures extended use, reducing the need for frequent recharging.

“We are always working on development,” Bickel repeats. “With the VENTY, we brought out a really great device.”

The Canopy Growth Acquisition: What Changed?

In 2018, STORZ & BICKEL was acquired by Canopy Growth Corp CGC, one of the largest cannabis companies in the world, in a $145 million deal. The move came at a time when Canopy was rapidly expanding, securing global assets to strengthen its market position.

“There was a moment in the company's life when we decided to sell,” Bickel recalls. “We had a very good offer at the time. There were personal reasons for the decision, but also the opportunity made sense.”

Despite the acquisition, STORZ & BICKEL has maintained operational independence, with Bickel still leading the company as managing director.

“Nothing changed in terms of how we develop our products or how we interact with our customers,” he says. “We still focus on what we do best: making the highest-quality vaporizers in the world.”

Being part of a larger corporation has also helped expand STORZ & BICKEL's international reach, providing access to greater resources while allowing the brand to continue innovating at its own pace.

What's Next For STORZ & BICKEL?

With the success of the VENTY and a legacy spanning over two decades, what's next for STORZ & BICKEL?

“Right now, we're focused on letting the VENTY settle into the market,” Bickel says. “But, of course, we're always working on new things.”

While the company remains tight-lipped about upcoming product developments, STORZ & BICKEL is actively expanding its presence beyond devices. The brand is forging strategic partnerships in the growing consumption lounge sector, starting with The Woods, a cannabis lounge co-founded by Woody Harrelson. These collaborations aim to enhance the consumer experience while positioning the VOLCANO Hybrid and VENTY as must-have devices in high-end, social consumption settings.

The company also made history at Super Bowl 59, becoming the first cannabis brand to host an on-site consumption event at Sports Illustrated's The Party. The VOLCANO Bar, featuring CEO Jürgen Bickel and retired NFL star Pacman Jones, introduced football fans to high-end, smoke-free vaporization—marking a milestone for mainstream cannabis acceptance.

With cannabis culture evolving and public consumption spaces becoming more popular, STORZ & BICKEL is well-positioned to remain at the forefront of innovation—not just in technology, but in how and where people experience cannabis.

“The cannabis world keeps growing, and we'll continue to evolve with it,” Bickel says.

Photo courtesy of STORZ & BICKEL