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May-2026
Sales
Trend
6-Month
Product Count
SKUs
Avg Price
YoY Sales Change
YoY Price Change
Market Insights Snapshot
Zero Proof concentrated entirely in Beverage during May 2026, with category share at 100.0% and a rank of 4 in Beverage in Connecticut, while year-over-year sales fell 78.7% and month-over-month declined 43.3%. Average price contracted 2.1% YoY to $24.98 even as category sales compressed, indicating price was not the main driver of the 78.7% YoY downturn; the full-category focus plus the 43.3% MoM pullback implies overexposure to a single demand pocket and limited insulation from intra-portfolio shifts.
The pivot to a single-category footprint raises positioning risk: a 100.0% reliance on Beverage coupled with a 43.3% MoM slide and a 78.7% YoY contraction suggests the brand’s visibility at rank 4 is maintained more by niche depth than by breadth. With average price only 2.1% lower YoY against a 78.7% sales decline, elasticity appears muted relative to volume, implying that restoring mix diversity or regional expansion beyond Connecticut would do more for share recovery than further pricing moves.
Competitive Landscape
Zero Proof is ranked #4 in CT Beverage in May 2026, up 1 place year over year and rebounding 5 positions from #9 three months ago; despite that recovery, it remains below its peak at #1 in August 2025 and trails Lucky Break at #1 and CANN Social Tonics, which climbed 3 spots YoY to #2 and posted a 97.10% YoY sales increase. The brand also sits just behind Soundview at #3 while maintaining separation from Muze (CT), which fell 2 ranks YoY to #5 with a 35.41% YoY sales decline; this positioning suggests Zero Proof’s rank trajectory is stabilizing mid-tier with upside risk and opportunity defined by whether it can convert recent rank gains into sustained top-3 share against faster-rising incumbents.
Notable Products
Squeeze - Dash of Sweet Beverage Enhancer (100mg THC, 40ml) posted the steepest movement in May 2026 with a -55.6% month-over-month decline while holding rank 1, and Squeeze - Dash Of Orange Beverage Enhancer (100mg THC, 40ml) also fell -23.6% at rank 2. In contrast, Grapefruit Seltzer (5mg) jumped 97.5% month over month to rank 4, yet it contributed only $79, indicating that velocity gains are not yet translating into material revenue. With four of the top five SKUs concentrated in Squeeze beverage enhancers and Squeeze - Dash of Cherry Beverage Enhancer (100mg THC, 40ml) sliding -28.3% at rank 3, the lineup is leaning on a contracting core while early seltzer growth is emerging from a low base. This mix implies Zero Proof is at an inflection point where defending share in enhancer SKUs must be balanced with nurturing seltzer trial to diversify category risk.
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.
