Wagners

In September 2026, Wagners concentrated 64.63% of sales in Flower while Pre-Roll accounted for 33.61%, a mix that shifted toward Flower as its month-over-month change was +35.38% versus Pre-Roll at -17.09%. Year over year, Flower declined by 49.92% while Pre-Roll fell by 73.29%, widening the relative weight of Flower despite both categories contracting; meanwhile, Concentrates rose month over month by 30.71% but remained just 1.20% share, and Edible dropped 17.48% MoM with a 91.73% YoY decline and 0.56% share. With an average price up 44.42% year over year to $18.71 and Flower’s average price at 34.34, the mix skews toward higher-priced Flower even as total brand sales fell 65.83% YoY, indicating a pivot toward fewer, higher-value units over broader volume. In Ontario Flower, Wagners sits at rank 71 while the brand’s top category is Flower, implying category focus is aligned with market participation but leaves limited headroom at this rank for organic traffic without further mix productivity.

The mix and pricing shifts imply Wagners is consolidating around premiumish Flower while de-emphasizing lower-ticket Pre-Roll, a stance that raises average realized price (+44.42% YoY) but compresses unit throughput amid a 65.83% YoY sales decline. The 35.38% MoM rebound in Flower alongside a 17.09% MoM drop in Pre-Roll suggests near-term execution favors depth over breadth, yet the 71 rank in Ontario Flower signals limited shelf velocity unless the brand either widens entry price points or scales incremental formats; the 30.71% MoM lift in Concentrates from a 1.20% share base offers optionality, but the 91.73% YoY collapse in Edible and its 0.56% share point to a rationalized tail that lowers trial reach. Net effect: the brand’s positioning is tilting toward a concentrated, higher-price Flower offering that can defend margins month to month but risks under-penetration without complementary, lower-friction formats.