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Sep-2025
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Overview
Market Insights Snapshot
Zero Proof has shown a varied performance across different states and categories, particularly in the Beverage category. In Connecticut, the brand maintained a strong presence, holding the top rank from June to August 2025, before slipping to the second position in September. This indicates a potential challenge from competitors or shifts in consumer preferences. In Illinois, Zero Proof consistently held the 13th position from June to August before dropping to 14th in September, suggesting a slight decline in its market competitiveness. Meanwhile, in New Jersey, the brand was ranked third in June and July, but it did not appear in the top 30 in August and September, indicating a significant drop in its market presence.
In Missouri, Zero Proof was ranked 10th in June 2025 but did not maintain a position in the top 30 in the subsequent months, which could be a cause for concern regarding its long-term viability in the state. This absence from the rankings in Missouri, as well as the decline in New Jersey, suggests that the brand may need to reassess its strategies in these regions to regain traction. On the other hand, the consistent performance in Connecticut highlights a strong foothold that Zero Proof has established, which could serve as a model for improving performance in other markets. The brand's overall trend across these states signals both opportunities and challenges in maintaining and expanding its market share in the competitive cannabis beverage segment.
Competitive Landscape
In the Connecticut beverage category, Zero Proof has experienced a notable shift in its market position over the past few months. Initially holding the top rank from June to August 2025, Zero Proof saw a decline in September 2025, dropping to the second position. This change in rank coincides with a significant decrease in sales from August to September, suggesting potential challenges in maintaining consumer interest or increased competition. Notably, CANN Social Tonics capitalized on this opportunity, ascending to the first position in September 2025, indicating a strong upward trend in both rank and sales. Meanwhile, Wynk and Muze (CT) maintained consistent ranks at fourth and third, respectively, throughout this period, with Wynk experiencing a significant sales drop in September. These dynamics highlight the competitive pressures Zero Proof faces in the Connecticut beverage market, emphasizing the need for strategic adjustments to reclaim its leading position.
Notable Products
In September 2025, the top-performing product for Zero Proof was Squeeze - Dash Of Orange Beverage Enhancer, which rose to the number one rank despite a sales figure of 734 units, indicating a shift in consumer preference. The Squeeze - Dash of Lime Beverage Enhancer maintained a strong position, ranking second, though it fell from its top spot in August. The Squeeze - Dash of Cherry Beverage Enhancer climbed back to third place after a significant drop in August. Meanwhile, Squeeze - Dash of Sweet Beverage Enhancer, which consistently held the top rank in June and July, slipped to fourth place by September. This dynamic ranking change suggests a competitive market where consumer tastes are rapidly evolving.
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.
