On The Rocks

On The Rocks concentrated 69.19% of August 2026 sales in Vapor Pens with a year-over-year decline of 86.50% and a month-over-month drop of 36.04%, while Edible held 26.55% with an 85.69% YoY contraction and a 25.77% MoM pullback; the smaller Concentrates slice at 4.26% rebounded 141.94% MoM despite a 92.26% YoY fall. Average price slid 6.32% YoY to $40.79 as category-level price points diverged (Vapor Pens at $60.59 versus Edible at $22.25), and within the brand’s lead market of Connecticut the Vapor Pens placement at rank 24 signals mid-pack visibility. The pattern implies a portfolio concentrated in a contracting flagship category with a nascent but volatile recovery in Concentrates, creating pressure on mix-driven revenue stability and pricing latitude.

With Vapor Pens still the anchor at 69.19% share but down 36.04% MoM versus Edible’s 25.77% MoM decline, the steeper monthly erosion in the flagship suggests share risk if Concentrates’ 141.94% MoM upswing sustains from a 4.26% base; however, the 92.26% YoY decline caps short-term scale. Holding rank 24 in Connecticut Vapor Pens alongside an overall brand sales YoY change of -86.72% indicates that maintaining shelf presence likely requires leaning into higher-ticket Vapor Pen SKUs at $60.59 while selectively nurturing Concentrates to buffer volatility without overextending assortment breadth. The implication is a positioning pivot toward protecting Vapor Pen rank efficiency while incubating Concentrates as a hedge, using price architecture (average down 6.32% YoY) to manage elasticity without diluting perceived tiering.