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Market Insights Snapshot
In July 2026, Sense & Purpose Beverages remained entirely concentrated in Beverage, with category share at 100.0% and average price up 0.17% year over year while sales grew 55.67% YoY and 1.63% month over month; this single-category exposure coincided with a category rank of 7 in Alberta. The combination of 55.67% YoY growth alongside a 1.63% MoM uptick, together with a flat category mix at 100.0%, implies momentum is coming from velocity and distribution within Beverage rather than mix expansion, suggesting the current positioning is scale-focused within one lane.
With Beverage at 100.0% share and rank 7 in Alberta, the 55.67% YoY lift versus a modest 1.63% MoM gain indicates growth is anchored in year-over-year distribution or repeat rates rather than recent price moves (0.17% YoY) or mix shifts. This pattern implies Sense & Purpose Beverages is competing on sustained availability and basket incidence within Beverage, and the lack of cross-category contribution at 0.0% outside Beverage suggests future rank gains will depend on deeper penetration and premium pack or format mix inside Beverage rather than diversification.
Competitive Landscape
Sense & Purpose Beverages sits at rank #7 in AB Beverage in July 2026, up 1 position year over year from #8 but down 2 spots from its three-month rank of #5, indicating a mixed trajectory where a recent dip follows earlier gains; the brand’s peak at #5 in June 2026 and subsequent slide to #7 in July 2026 suggest short-lived momentum amid shifting competitive dynamics. While XMG held at #1 year over year but with a -23.7% YoY sales change, Mary Jones climbed from #6 to #2 with +198.2% YoY sales, and Sweet Justice fell from #2 to #5 with -27.6% YoY sales, underscoring that Sense & Purpose Beverages’ 1-rank YoY improvement amid leaders’ declines and fast risers’ gains implies the brand’s path to regain the #5 peak depends on capturing share during competitor volatility rather than relying on category growth.
Notable Products
Relax- CBD/THC 1:1 Grapefruit Yuzu Sparkling Water & Juice ( 5mg CBD, 5mg THC, 355ml) posted a -6.41% month-over-month change and slipped to rank 2 in July 2026, while Recharge - CBD/THC 1:1 Orange, Pineapple & Passionfruit Sparking Water and Juice (10mg CBD, 10mg THC, 355ml) rose 11.84% to hold rank 1 with $45,437, indicating a demand tilt toward higher-dose 1:1 formats. Refocus - CBD/THC 10:1 Green Tea Lemonade Ginger Sparkling Beverage (20mg CBD, 2mg THC, 355ml) was essentially flat at +0.14% and maintained rank 3, and all top-three SKUs are Beverage entries, concentrating the top tier in a single category. The pattern implies Sense & Purpose Beverages is consolidating share around 1:1 beverages at higher potencies while lighter-dose wellness variants face friction, suggesting assortment and promo weight should skew to the leading 1:1 profile.
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.
