The CounterCulture Awards 2025

Elevating Excellence in the Industry

From its roots as an industry mixer in 2019 to its transformation into a full-fledged award ceremony in 2023, the CounterCulture Awards (CCA) has established itself as a premier, industry-recognized event. More than just an awards show, it has become a pillar of legitimacy and prestige in the counterculture space.

In 2024, Director & Founder Michael J. Azzurro, alongside CCA Board Members Joshua Wang, Lucy Noble, Alfred Viggiani, and De’Quail Sims, and Platinum Sponsor Drip Drop Distro, set a new standard for the event, bringing together over 1,000 of the industry’s best and recognizing excellence across seven award categories. They also made waves with a star studded concert lineup featuring Nathaniel, B-Real of Cypress Hill, Warren G, and Too $hort. So, in 2025, the big question was—could the CCA get even bigger and better? The answer? A resounding YES.

Expanding the Legacy 

To further celebrate innovation and excellence, the CCA expanded its award categories from seven to thirteen, highlighting more key players in the industry: 

Best Product Cleaner: Randy’s Black Label 

Best Nicotine Pouch: Lucy & Breakers

Best Nicotine Vape: Fifty Bar 

Best Nicotine E-Liquid: Vapetasia 

Best New Product: Sesh Gear’s Smoke Thrower 

Best Marketing: B2B Wholesaler Magazine 

Most Innovative Product: Hemper’s Isoplex 

Best Cannabis Vape: Cannons Vape 

Best Cannabis Consumable: Space Gods 

Best Alternative Consumable: RoadTrip 

Best Glass Line: Grav 

Shop of the Year: Secret Library by Bahama Mama & Ropeace 

Hall of Fame Inductee: Bahama Mama & Ropeace 

By expanding these categories, the CCA has created more opportunities for brands and innovators to participate in an event that blends pageantry, eclecticism, and sophistication—something truly unique in the industry. The board in tends to expand categories even further in 2026.

A Night to Remember 

On February 13, 2025, during CHAMPS Trade Show in Las Vegas, the CCA once again delivered an unforgettable experience. The night featured performances by Casual Jamar, Yung Chowder, and Berner, while over 1,000 industry leaders, buyers, and media professionals gathered to celebrate the best in the business. 

With a strong network of sponsors, the CCA has secured its place as a staple event. This year’s sponsorship lineup included: 

Platinum Sponsors: Drip Drop Distro, Lookah 

Gold Sponsors: Bahama Mama, Canna42, Fifty Bar 

Silver Sponsors: Vapetasia, CannaAid 

Bronze Sponsors: Lucy & Breakers, Jungo, S.W.E.D., Cash Register Sweepstakes, Nature’s Chemistry, Cannabis Now

More Than an Awards Show 

The CounterCulture Awards isn’t just about trophies—it’s about creating an exclusive space for the industry to connect, celebrate, and grow. Unlike other industry events that focus solely on the party, the CCA is designed for genuine networking, brand activations, and fostering long-term relationships. 

Looking ahead, the CCA is expanding its footprint, planning two major events annually—the CounterCulture Awards in February and a Winner’s Circle mixer in July, both aligning with CHAMPS Trade Show in Las Vegas. 

As Michael J. Azzurro puts it: 

“The CCA is what I hope can be considered a beacon of hope for our industry. We all know that in many aspects, it can be a race to the bottom when brands compete on price. I believe our award series allows brands to compete for a spot at the top based on quality and merit. We have board members who are pillars of our industry in Marketing, Engineering, and Community Outreach"

Your CCA Questions Answered 

How many board members are there? 

The board consists of five judges, each representing a different sector of the industry and bringing a unique perspective to the nominations. 

How are winners decided? 

Each judge follows a strict rubric, evaluating nominees based on branding, innovation, industry engagement, social media presence, community impact, and product quality. 

Does the public get to vote? 

Yes & No, Historically, the board decides winners, However, moving forward the CCA is working on integrating public voting to ensure that consumers, buyers, and industry fans have a voice in the awards process.

When do nominations start? 

Nominations open every July at CHAMPS Summer and close in January. Winners are announced in February at CHAMPS Winter. 

What’s next for the CCA? 

• Launching the “Dope Dialogues” podcast with Jamal Coleman and Michael J. Azzurro 

• Developing an app for industry updates, event info, and public voting 

• Expanding partnerships for larger-scale industry events 

How can you get involved? 

The CCA is always looking for sponsors, donors, and partners. Brands can sponsor, provide swag, donate products, or collaborate to elevate their presence in the industry.

Join the Movement 

The CounterCulture Awards has al ready made history, but we’re just get ting started. As the industry evolves, innovates, and expands, the CCA will continue to recognize, celebrate, and uplift the best it has to offer. 

Want to get involved? 

Email us at Admin@CounterCultureAwards.com and be part of something truly legendary.