Decibel Partners with Hilltop Leaf to Scale Medical Cannabis in UK

CALGARY – Decibel Cannabis Co. Inc. announced it has signed a brand licensing agreement with UK-based Hilltop Leaf Ltd., granting the pharmaceutical cannabinoid company a limited license to distribute its General Admission and Standard Issue flower brands to British medical Сannabis patients. The initial rollout, planned for Q4 2026, covers fifteen General Admission and Standard Issue product lines alongside six Hilltop Leaf branded products – all exported as finished, packaged medical Cannabis via an end-to-end EU-GMP-qualified supply chain.

The arrangement deepens a commercial relationship that Hilltop CEO Hamish Clegg described as “several years” in the making:

“By pairing our brands, EU-GMP supply chain and established UK platform we expect to bring a quality-assured, consistent and differentiated portfolio to meet the fast-growing demands from UK patients.”

Decibel COO Kris Newell described General Admission as one of Canada’s most recognized Cannabis brands and Standard Issue as one of the country’s fastest-growing, positioning both as a natural fit for the UK’s quality-conscious patient market.

The UK launch tracks with a broader international push at Decibel. The company posted record Q2 2026 net revenue of $35.6 million, up 19% year-over-year, with international sales surging 72% to $10.6 million, driven in part by expanded UK product offerings and improved German permit timelines. Decibel had already established a UK presence through a three-year supply agreement with 4C Labs for its Qwest brand, and had extended General Admission’s international reach through a trademark license with Israel’s Keren Tirk Ltd. The Hilltop Leaf deal adds brand depth to a market where Decibel had previously operated at the product-supply level only.

The UK’s case for international Cannabis investment, meanwhile, demonstrates a clear strategic direction. According to Prohibition Partners’ UK Medical Cannabis Market Update 2026, the market is valued at between £302 million and £389 million, with more than 800 medical Cannabis products now available. Imports of Cannabis-based medicinal products surpassed 30,000 kilograms in 2025, more than doubling for the second consecutive year, and the patient base is projected to grow by more than 40,000 by the end of 2026. With more than 99% of UK medical Cannabis prescriptions, flowing through private clinics and the country remaining entirely dependent on imports for its supply, the structural conditions continue to favor external producers with established compliance infrastructure.

For Hilltop Leaf, the agreement adds consumer brand recognition to what is already a well-positioned distribution platform. For Decibel, the licensing structure offers a capital-efficient entry – brand equity and product reach without the cost of building a direct sales channel in a foreign market.

The partnership’s commercial translation into meaningful revenue will be shaped by patient uptake and how effectively Hilltop’s prescriber and pharmacy network drives product visibility. What is already clear is that Decibel has steadily assembled an international brand architecture that few Canadian Cannabis companies can match, and the UK is now part of its core, not its periphery.