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Market Insights Snapshot
In September 2026, Sense & Purpose Beverages operated as a single-category brand with Beverage accounting for 100.0% of sales, posting a 22.99% year-over-year lift alongside an 8.95% month-over-month decline, while average price fell 7.80% YoY. Within Alberta Beverage, the brand held rank 8, indicating mid-tier placement despite double-digit YoY growth and a MoM contraction that outpaced the category’s stable-to-soft seasonal pattern. The pattern implies a volume-led mix concentrated entirely in Beverage with sensitivity to intra-quarter pullbacks, where share defense hinges on stabilizing monthly cadence rather than expanding into adjacent categories.
The combination of a 22.99% YoY sales increase alongside a 7.80% YoY price decline and an 8.95% MoM dip suggests the brand is buying rank 8 through elastic pricing and episodic promotional pressure rather than breadth. With 100.0% of sales in Beverage and Alberta as the top market, the positioning skews toward value access and repeat volume, but the MoM volatility signals exposure to promo timing and limited pack/format diversification. This implies the near-term path to improve rank from 8 is less about new categories and more about tightening price ladders and calendarizing promos to convert YoY momentum into steadier monthly run-rate.
Competitive Landscape
Sense & Purpose Beverages ranks #8 in AB Beverage for September 2026, down 1 position year over year from #7, and flat versus three months ago at #7 to #8, while its peak at #5 in May 2026 marks a 3-rank slide from that high. Competitively, XMG holds #1 but with a -40.0% year-over-year sales change, and Mary Jones climbed from #4 to #2 with +97.6% year-over-year sales, suggesting upward pressure from fast-rising challengers even as a category leader contracts. The combination of a 1-rank YoY decline and a 3-rank drop from the May 2026 peak implies a brand that is ceding relative position to faster movers and will need mix or velocity gains to prevent further rank erosion.
Notable Products
Recharge - CBD/THC 1:1 Orange, Pineapple & Passionfruit Sparking Water and Juice (10mg CBD, 10mg THC, 355ml) posted the steepest decline at -15.6% MoM and slipped to rank 2, while Relax- CBD/THC 1:1 Grapefruit Yuzu Sparkling Water & Juice ( 5mg CBD, 5mg THC, 355ml) held rank 1 with a -3.9% MoM dip. Refocus - CBD/THC 10:1 Green Tea Lemonade Ginger Sparkling Beverage (20mg CBD, 2mg THC, 355ml) fell -7.3% MoM at rank 3, and all three top-3 SKUs sit within the Beverage category, concentrating 100% of top-three placements and $99,953 in September 2026 sales. The pattern implies Sense & Purpose Beverages is leaning into a Beverage-led portfolio where the 1:1 SKUs anchor share but face sensitivity to month-over-month demand shifts, signaling a need to balance potency mixes to protect rank stability.
Top Selling Cannabis Brands
Data for this report comes from real-time sales reporting by participating cannabis retailers via their point-of-sale systems, which are linked up with Headset’s business intelligence software. Headset’s data is very reliable, as it comes digitally direct from our partner retailers. However, the potential does exist for misreporting in the instance of duplicates, incorrectly classified products, inaccurate entry of products into point-of-sale systems, or even simple human error at the point of purchase. Thus, there is a slight margin of error to consider. Brands listed on this page are ranked in the top twenty within the market and product category by total retail sales volume.
