Up Cannabis is focused on creating quality adult-use cannabis products. United by our belief in the power of music and our commitment to responsible use, we truly believe the future is looking Up.

Like a great song stuck in your head, we want the Up Cannabis brand to resonate with every Canadian. That’s why we partnered and work closely with one of Canada’s most iconic bands, The Tragically Hip. The Hip, as long-time supporters of legalized, adult-use cannabis, joined Newstrike Brands as visionary partners and investors. Today, they are also creative collaborators and safe use advocates for the Up Cannabis brand.

Up Cannabis is focused on the Canadian adult-use market. A premium curated strain collection aims to provide the Canadian consumer with a safe, consistent and easy-to-navigate product line-up.


With our roots in Southern Ontario, our cultivation facilities are located in the Emerald Horseshoe™; a growing region in Canada without equal.

The Centuries Ahead Studio™ is a hydroponic indoor facility located in Brantford, Ontario, home of The Great One. It’s where some of our best cannabis is grown to music (yes, we play The Hip for our plants, but not exclusively).

The Dutch-tray automated 200,000 sq. ft. The Great Emerald Hall™ facility in Niagara, is currently undergoing a two-phase retrofit and expansion. The construction of expanded growing and processing space is expected to be complete before the end of 2018. Current production capacity of 12,500 kg of cannabis will rise to approximately 25,000 kg upon completion of Phase II, scheduled for early 2019.