We recently welcomed Dennis Murdick, a member of the Decibel Cannabis team, to Merry Jane’s to talk about the Qwest and General Admission brands and what’s new for 2021.
Decibel Cannabis Company came to be in December 2019 after a merger between Calgary-based Westleaf is and We Grow BC Ltd., a craft cannabis producer based in Creston, British Columbia, known for its Qwest, Qwest Reserve, and Blendcraft by Qwest brands.
Dennis tells us that Decibel places a strong focus on the ultra-premium, to redefine the ultimate expression of cannabis.
“Decibel Cannabis Company is uncompromising in the process and craftsmanship needed to deliver the highest quality cannabis products and retail experiences. Decibel has three production houses operating or under development along with its wholly-owned retail business, Prairie Records,” explained Dennis.
The Qwest Estate in Creston, BC is licensed and operating 26,000 square feet of cultivation space producing the widely championed, rare cultivar-focused brands Qwest and Qwest Reserve.
Thunderchild Cultivation, an 80,000 square foot indoor cultivation facility developed in partnership with Thunderchild First Nation in Battleford, SK was completed and licensed in 2020.
We asked Dennis to tell us a little about Decibel’s cultivation practices:
“Our approach to cannabis cultivation, full stop, is about showing our respect and admiration for the cannabis plant, said Dennis.” “This starts with sourcing highly sought-after genetics and then flows through our high standard approach to craft cultivation.”
“We treat each room and batch as bespoke as growing cannabis requires an incredibly specific process strain-to-strain. We take a very hands-on approach, keeping things intimate so that we’re able to monitor progress, adapt and adjust to the plant’s specific needs quickly.”
“This same level of attention is extended right through to the curing and packing stages to ensure we cure the plants with minimal handling and maximum trichome preservation. Detailed care is mandatory in our opinion, it’s what separates good cannabis from great cannabis.”
“To us, cannabis is something special – something to be respected and cared for through a meticulous growing practice. If a consumer is choosing to try any of our products, they’re choosing to indulge in the next step of that respect, and they can expect to experience the smoothest and most flavorful product possible. Something truly beyond the ordinary.”
Dennis explained what he felt makes Decibel unique, “Two things – our genetics and our process.”
“We always employ the highest standards possible in everything we do. It takes much more time, energy and resources, but it has always been our goal to ensure the customer is getting the best quality product possible. This allows budtenders to sell our products with confidence that the customer is getting a product that exceeds their expectations.”
When asked what’s new for 2021, Dennis said “We have plans to launch all-new live concentrates under a new brand, Pressed by Qwest (launched June 2021). This will allow us to bring strain-specific concentrates in exciting new formats like live sugars, “gems and juice”, and much more.”
“General Admission will also be bringing live extracts to customers in 510 carts. The first of these will be Kootenay Fruit Live Resin, hitting shelves in the coming weeks. General Admission will also be offering multi-pack pre-rolls of our premium flower with exciting new cultivars at approachable pricing.”
“We also know that we can’t stand still with the flower offerings with Qwest and Qwest Reserve.
We want to be consistently evolving our portfolio to engage and excite customers. With this, you can expect consistent releases of new and noteworthy cultivars throughout this year and in the years to come. Stay tuned for Stuffed French Toast and Sunset Mac which will be available to enjoy this summer.”
What’s on the menu?
Juicy and a potent Phenome, OG Spike is a legendary cultivar. Known for it’s sweet, citrus flavonoid profile. Some refer to the initial onset like a Jack Herer boost that lasts.
Point Break is a one-of-a-kind cultivar with a fragrance of minty, creamy oranges. It’s a challenge to describe the complex, yet inviting terpene profile until you experience it. The sweet undertones may come as a surprise at first smell with its deep skunky aromas. When indulging, the first taste is a coating of flavour, from oranges on the inhale to fuel on the exhale. It’s a unique taste profile, unlike the ordinary.
This one is for the top shelf in every aficionado’s collection. Unmistakable characteristics include an aroma of citrus and musk with the taste of sour cherry yogurt.
These convenient pinners that keep on giving are great for a quick blast or a sustained all-nighter. This Kootenay Fruit pack offers six 0.5g pre-rolls that boast a robust terp profile. Kootenay Fruit is an indica straight from interior BC. Prepare for a steady burn with some top-notch bud.