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Nov-2025
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Overview
Market Insights Snapshot
Zero Proof has demonstrated a varied performance across different states and categories, particularly in the beverage sector. In Connecticut, the brand held strong in the beverage category, initially maintaining the top position in August 2025, before experiencing a slight decline to second and third positions in the subsequent months of September and October. By November, Zero Proof fell out of the top 30, indicating a significant drop in market presence. This movement suggests a competitive landscape in Connecticut, where maintaining a lead requires consistent effort and adaptation to market dynamics.
In Illinois, Zero Proof's presence in the beverage category was less consistent, with the brand appearing in the rankings only in August and November, both times securing the 13th position. This intermittent presence highlights potential challenges Zero Proof faces in maintaining a steady foothold in Illinois. Meanwhile, in New Jersey, Zero Proof showed stronger performance, ranking third in both August and October. However, the absence of a ranking in September suggests fluctuations in consumer interest or distribution channels. These insights reflect the brand's varying performance and the importance of strategic positioning across different markets.
Competitive Landscape
In the competitive landscape of the beverage category in Illinois, Zero Proof has experienced fluctuations in its market presence, notably missing from the top 20 ranks in September and October 2025, before reappearing at rank 13 in November. This indicates a potential challenge in maintaining consistent visibility compared to competitors like Artet and Drink Loud, which have maintained steady positions within the top 12 throughout the same period. Midweek Friday emerged strongly in October, securing the 8th rank, which could suggest a shift in consumer preference or successful marketing strategies that Zero Proof might need to consider. The sales data suggests that while Zero Proof's sales were lower compared to these competitors, there is an opportunity for growth if Zero Proof can capitalize on the market trends and consumer demands that are benefiting its competitors.
Notable Products
In November 2025, the top-performing product for Zero Proof was Squeeze - Dash of Cherry Beverage Enhancer, which achieved the number one rank with sales of 363 units. This product ascended from the second position in October. Following closely, Squeeze - Dash of Lime Beverage Enhancer secured the second rank, improving from the fourth position the previous month. Squeeze - Dash Of Orange Beverage Enhancer, which was the top product in October, fell to third place. Squeeze - Dash of Sweet Beverage Enhancer experienced a drop, moving from third to fourth rank in November.
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.
