Good morning.
We’re looking forward to seeing many of you in Atlantic City tonight for MJ Unpacked and our breakfast sponsored by our friends at Aquinnah Capital at the Hard Rock Hotel. If you haven’t already, use Cultivated’s 20% code cultivated20 here.
In today’s edition, our partners at Lit Alerts have compiled both the New York Brand Power Rankings for April 2026 and Top 10 Brand Power Rankings by Category.
Let’s get to it.
-JR, JB
Today’s newsletter is 1,029 words or about an 8.5-minute read.
THIS NEWSLETTER MADE POSSIBLE BY:
💡 What’s the big deal?
TRUMP
The White House drug strategy treats cannabis as a public health crisis
Driving the news: The Trump administration's 2026 National Drug Control Strategy devotes significant attention to cannabis, focusing largely on illicit use, delta-8, and other psychoactive hemp derivatives, while flagging cannabis use disorder as affecting more than 20 million Americans and calling it the top reason for addiction treatment among people under 20.
What they’re saying: The document warns that "cannabis exposure increases the risk of psychosis, and the prevention of marijuana use could serve to reduce the prevalence of psychosis," a framing that sits uneasily alongside the administration's own push to reschedule medical cannabis.
The strategy stops short of addressing the licensed cannabis industry directly, leaving operators to parse what, if anything, the document signals about the federal government's broader posture toward the legal market.
Our take: We’re also more than dubious of some claims in the document. If cannabis use disorder affects over 7% of the U.S. population, then perhaps it’s the definition that needs shifting.
I certainly have caffeine use disorder. Sometimes I need a hit of caffeine 3 times a day. I need it to wake up, and just to feel like myself. Where’s the hand-wringing about that? (This is obviously a joke, but you see the point I’m making about CUD having an inarticulate definition if it captures this large of a population).
-JB
📣 Quotable
“You’re telling me that you’re going to have people really be honest as to whether or not this is recreational or medical?” Alaska Sen. Lisa Murkowski told Marijuana Moment of President Trump’s rescheduling push.
“How’s that working out?”
INSIGHTS
New York Brand Power Rankings & Category Top 10s
The April 2026 New York Brand Power Rankings from Lit Alerts are in and feature a special edition this month. As April includes 4/20, Lit Alerts has included the Top 10 Brand Power Rankings by Category in addition to the overall Brand Power Rankings.
While the top players remain entrenched, there is significant volatility throughout the rest of the rankings this month.
ayrloom maintained its #1 position, followed by Florist Farms at #2. Both brands have successfully leveraged their multi-category presence to defend their lead over the past two months.
Most movement within the top 25 was incremental, with a few notable exceptions.
Rolling Green saw a massive +7 jump to land at #14, and Leal rose +4 to #16.
The market saw very limited new brand penetration this month, suggesting that retail shelf space is becoming increasingly competitive.
Only two new brands broke into the Top 50: Heady Tree (#47) and NYCE (#50).
The most dramatic movement since March belongs to Umamii, which rocketed +9 spots to #37 after being a new brand in the previous month.
On the category rankings, the strategy is revealed: If you want to be a top 5 brand in New York, you must compete in the Top 10 in 3+ categories.
ayrloom (ranking in 4 categories): The undisputed heavyweight, ranking #1 in Vapes, #1 in Beverages, #5 in Edibles, and #8 in Pre-Rolls. Their ability to capture four distinct consumer segments explains their permanent residence at the top of the overall Brand Power Rankings.
Florist Farms (ranking in 3 Categories): They maintain high visibility by ranking #2 in Pre-Rolls, #4 in Vapes, and #10 in Edibles.
Jaunty (ranking in 3 Categories): Shows impressive versatility as a value-driven favorite, ranking #2 in Vapes, #9 in Edibles, and #9 in Concentrates.
*To learn more about Lit Alerts and get a special offer only available to Cultivated readers, visit litalerts.com.
⏩ Quick hits
New York is now taking applications for cannabis farmers markets and pop-up events
New York's Office of Cannabis Management opened applications for "Cannabis Showcase Events," allowing licensed retailers, cultivators, and processors to sell or display products at temporary outdoor markets, with events capped at 14 consecutive days and venues limited to 45 days per year.
Virginia is targeting a January 2027 cannabis market launch, but the governor hasn't signed off yet
Virginia's Cannabis Control Authority has laid out a timeline that would open license applications in September 2026 and begin retail sales as early as January 2027, though the path hinges on Gov. Abigail Spanberger, who proposed delaying the launch to July 2027 only to have lawmakers reject the amendment and send the bill back to her unsigned.
Connecticut moves to raise THC limit in cannabis seltzers
Connecticut lawmakers narrowly approved a bill that would raise the allowable THC level in cannabis seltzers from 3 milligrams to 5 milligrams, passing by a single vote and now heading to Gov. Lamont for his signature.
Wholesale cannabis prices fell across most categories in 2025, with cartridges and pre-rolls hit hardest
LeafLink's 2026 Wholesale Cannabis Pricing Guide found cartridges and pre-rolls led declines across 18 markets, dropping 12% and 10% respectively, while edibles held flat. New York ranked as the most expensive wholesale market nationally, Oklahoma the cheapest, underscoring the widening gap between supply-constrained emerging markets and mature, oversupplied ones.
🚀 Deals, launches, partnerships
NABIS acquired Hudson Distribution Services' New Jersey cannabis distribution license and warehouse lease, expanding the wholesale platform into its fourth state.
📰 What we’re reading
A Long, Strange Trip: How the G.O.P. Came to Embrace Psychedelic Drugs | The New York Times