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Market Insights Snapshot
In May 2026, Sense & Purpose Beverages operated as a single-category brand, with Beverage accounting for 100.0% of sales and posting 17.17% year-over-year growth and 14.98% month-over-month growth. Average price fell 2.03% YoY to $9.52 while sales rose 24.77% over 24 months, indicating unit volume expansion despite price pressure. With Beverage as the sole contributor, the mix concentrates all momentum in one lane, which implies reliance on category depth rather than diversification for scale.
That concentration translated into a rank of 5 within Beverage in Alberta, suggesting the current price-to-volume tradeoff is converting into relative placement rather than diluting competitiveness. The 14.98% MoM lift alongside a 2.03% YoY price decline implies volume-led share capture within Beverage, and the 17.17% YoY growth combined with a 100.0% category share positions the brand to pursue incremental rank gains through further unit expansion rather than mix shifts.
Competitive Landscape
Sense & Purpose Beverages sits at rank #5 in AB Beverage in May 2026, improving 1 position year over year from #6 and rising 3 spots since its #8 placement three months earlier, while reaching a new peak rank of #5 in May 2026; in contrast, XMG held steady at #1 year over year despite a -19.8% YoY sales change, and Mary Jones climbed from #18 to #2 on the back of a 3703.6% YoY sales surge, with Mollo slipping from #2 to #3 alongside a -13.6% YoY decline and Bubble Kush edging up from #5 to #4 with +11.0% YoY growth; this mix of upward rank mobility against both declining and rapidly expanding rivals implies Sense & Purpose Beverages’ rank trajectory is driven by share capture from weakening incumbents while leaving headroom to challenge fast risers.
Notable Products
Recharge - CBD/THC 1:1 Orange, Pineapple & Passionfruit Sparking Water and Juice (10mg CBD, 10mg THC, 355ml) posted the sharpest movement in May 2026 with a 12.4% month-over-month gain while holding rank 2, whereas Relax- CBD/THC 1:1 Grapefruit Yuzu Sparkling Water & Juice ( 5mg CBD, 5mg THC, 355ml) rose 16.9% to rank 1, indicating momentum concentrated at the very top. Refocus - CBD/THC 10:1 Green Tea Lemonade Ginger Sparkling Beverage (20mg CBD, 2mg THC, 355ml) climbed 16.0% while remaining at rank 3, and all three leading SKUs are Beverage items, concentrating the top-3 entirely in one category with a combined May 2026 revenue near $122K. The 1:1 formulations at ranks 1 and 2 outpacing the 10:1 at rank 3 suggests the balanced CBD/THC profile is accelerating share within the lineup. Taken together, the gains across the top three imply Sense & Purpose Beverages is consolidating around beverage formats with balanced dosing that can scale distribution without fragmenting the assortment.
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.
