For most of the past decade, cannabis brands competed on a single axis: potency. THC percentage became the industry’s default marketing hook, printed boldly on packaging and treated as shorthand for quality. But as the market matures and infused product categories multiply, that calculus is shifting. A growing body of purchasing data — and a chorus of voices from across cultivation, formulation, and brand-building — suggests flavor is emerging as the industry’s next real point of differentiation.

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