Wiz Khalifa has quit drinking alcohol at 38, marking a significant lifestyle change for the rapper who has built a cannabis empire around his Khalifa Kush brand. The artist disclosed the decision in a new High Times cover interview, citing a moment of clarity about his health and priorities.
The Pittsburgh-born rapper, whose real name is Cameron Jibril Thomaz, has been synonymous with cannabis culture since his 2010 breakout. But alcohol is now out of the picture entirely. "I heard the click," Khalifa told High Times, describing the moment he decided to stop drinking.
Khalifa has replaced drinking with martial arts training, specifically Muay Thai and Brazilian jiu-jitsu. The physical regimen represents a departure from the party-heavy lifestyle often associated with hip-hop touring, though cannabis remains central to his daily routine and business ventures.
The Khalifa Kush Empire
Khalifa's cannabis brand has grown into a multi-state operation since launching in 2015. Khalifa Kush (KK) flower and concentrates are now available in California, Arizona, Nevada, and Michigan, with the artist maintaining creative control over genetics and product development.
"It's the best weed in the world," Khalifa said of his signature strain, which was developed through a partnership with RiverRock Cannabis. The brand has expanded beyond flower into pre-rolls, vapes, and concentrates, competing in an increasingly crowded celebrity cannabis market that includes brands from Snoop Dogg, Jay-Z, and Seth Rogen.
The timing of Khalifa's lifestyle shift coincides with broader industry trends. Celebrity-backed cannabis brands have faced challenges as the novelty factor wears off and consumers prioritize quality and price over famous names. Khalifa's hands-on approach to cultivation and genetics has helped differentiate KK from competitors who license their names without involvement in product development.
Industry Context
Khalifa's continued cannabis advocacy stands in contrast to growing discussions about consumption moderation in wellness circles. While he has eliminated alcohol, the rapper shows no signs of reducing cannabis use, which he has long credited with creative benefits and stress management.
The celebrity cannabis market has seen mixed results in recent years. Several high-profile brands have struggled with distribution challenges and competition from established cultivators. Khalifa's brand has maintained presence in key markets, though specific sales figures remain undisclosed.
His martial arts training also reflects a trend among cannabis entrepreneurs and advocates who pair consumption with athletic performance. UFC fighters, professional athletes, and fitness influencers have increasingly spoken about using cannabis for recovery and focus, challenging outdated stereotypes about the plant and physical performance.
What's Next
Khalifa continues touring and releasing music while expanding his cannabis footprint. The brand has not announced new state launches, but the competitive California market remains its largest distribution channel.
The rapper's public stance on quitting alcohol while maintaining cannabis use adds another high-profile voice to ongoing debates about substance use, wellness, and harm reduction. As legalization expands and public perception shifts, celebrities like Khalifa who built brands around cannabis culture are navigating how to evolve their messaging for changing consumer preferences.
For now, Khalifa appears content with his new routine: martial arts training, music production, and the cannabis products bearing his name.
This article is based on original reporting by hightimes.com.
