Why Pre-Rolls Are Cannabis’ Most Profitable Format, From California To Canada
There’s weed and then there are pre-rolls.
And in 2025, the pre-roll isn’t some stoner afterthought; it’s the front-runner. In California, it’s a cultural statement. In Canada, it’s a quietly dominant force. Same format, different vibe. One market moves fast and loud; the other, slow and surgical. But both are being reshaped by the same force: the rise of the ready-made joint.
California: Where Pre-Rolls Come With Swagger
Let’s start with the loudest room in the house.
Between December 2024 and February 2025, Californians bought $178.1 million worth of pre-rolls—16.1% of all cannabis sales in the state, per RollPros and BDSA. And most of those joints? They came supercharged. Infused products now make up 66.3% of all pre-roll sales.
The king of this hill? Jeeter. $26.7 million in sales this quarter. 15% of the market. Right behind them: STIIIZY’s “40s” series of 0.5g five-packs, which alone account for 22% of California’s entire pre-roll market.
This isn’t a niche anymore—it’s the standard.
And it’s not just about grams and dollars. In this Forbes cover story, Will Yakowicz dives into what makes STIIIZY tick. CEO James Kim says it plainly: “I just …