Decibel Cannabis Company Announces Leadership Transition and Strategic Realignment

On October 16, 2026, Decibel Cannabis Company Inc. revealed a pivotal leadership change within the organization. Adam Coates, who served as the Chief Revenue Officer, has resigned from his role. This transition is part of a broader strategic effort by Decibel to realign its commercial functions, aiming to enhance both domestic and international operations.

Adam Coates was instrumental in establishing Decibel's brand, building General Admission into one of Canada's most recognized cannabis labels. He also spearheaded the company's sales team and played a crucial role in launching Decibel’s brands into international markets. Benjamin Sze, CEO of Decibel, expressed gratitude for Coates' dedication and contributions, wishing him success in his future endeavors.

With Coates' departure, Decibel plans to distribute his responsibilities among its existing leadership team. This restructuring focuses on refining domestic commercial oversight, allowing the company to align more closely with its broader business objectives across both domestic and international markets.

Decibel Cannabis Company is well-regarded in the Canadian market, built around esteemed brands such as General Admission, Qwest, and Standard Issue. The Company emphasizes disciplined innovation, high-quality product offerings, and effective brand management. Furthermore, Decibel is not only a leader in Canada but is also strategically positioning itself in various growing international cannabis markets. Its operations support this ambition through manufacturing facilities located in Calgary, Alberta, and Battleford, Saskatchewan, along with an EU GMP licensed facility established in Chatham, Ontario.

The cannabis industry continues to evolve rapidly, and Decibel’s proactive approach to leadership and strategic alignment reflects its commitment to adaptability and growth in a competitive landscape. Moving forward, the Company’s leadership team will continue to work toward strengthening Decibel's brand presence both domestically and abroad, ensuring that it remains at the forefront of the cannabis industry.

As the cannabis market expands, Decibel's focus on quality and innovation will be essential in maintaining its competitive edge and satisfying the increasing demands of consumers. The leadership transition marks a significant moment for Decibel, potentially paving the way for new initiatives and growth opportunities in the coming years.

In summary, Decibel's recent leadership update signals a strategic pivot that could enhance its operational efficiencies and set the stage for future successes in the cannabis market. With a robust foundation and a clear vision, Decibel Cannabis Company appears poised to navigate the complexities of the cannabis sector while continuing to deliver valued products to its consumers.

The TSX Venture Exchange and its Regulation Services Provider hold no responsibility for the adequacy or accuracy of this announcement, but the industry will be keenly observing how this change impacts Decibel's strategic direction and market performance in the next phase of its growth trajectory.