XMG

In May 2026, XMG’s mix is overwhelmingly Beverage at 99.46% share with a 6.59% month-over-month lift, while Edible holds 0.54% share with a 44.00% month-over-month decline; the Beverage segment’s year-over-year contraction of 14.19% sits alongside an overall brand year-over-year sales change of -13.74%. Average price rose 6.60% year over year to $7.40 as Beverage averaged $7.40 and Edible averaged $7.65, indicating mix stability despite a 24-month sales change of -11.88%. The implication is that concentration in Beverage sustains revenue relevance even as year-over-year volume softens, and the sharp Edible pullback combined with rising average price points to price-led stabilization rather than category diversification.

XMG holds rank 1 in Beverage in Alberta, and with Beverage at 99.46% share alongside a 6.59% month-over-month rise, the brand’s positioning leans into category leadership rather than portfolio breadth. The -14.19% year-over-year decline in Beverage paired with a 6.60% year-over-year price increase suggests elasticity limits are being tested, while the 44.00% month-over-month drop in Edible indicates that non-core expansion is not yet contributing to share defense. The pattern implies that maintaining leadership will likely rely on defending Beverage velocity in Alberta while calibrating price and pack architecture, as diversification is currently too small to offset category cyclicality.