Infused pre-rolls and multipacks are dominating the shelves this summer, and there’s reason to believe the phenomenon is not just a passing trend. Despite continued protestations from budtenders and operators who wish consumers would prioritize terpene profiles or flower quality, the truth is most shoppers still chase potency, and that’s not expected to change anytime soon.
In the same vein, cannabis is beginning to behave more like a traditional consumer packaged goods (CPG) category, and flavor is king. Just like consumers in the tobacco and beverage industries, cannabis buyers are gravitating more and more toward bold flavor profiles and creative blends. Add in the increased affordability of infused options, and it’s easy to see why sleek pre-rolls are taking over.
Connoisseur joints are changing perceptions
For years, pre-rolls carried a reputation they couldn’t shake: low-quality flower, bottom-of-the-barrel shake, and a smoke that was more convenient than enjoyable. Pre-rolls were the hot dogs of the cannabis world: inexpensive, accessible, and not entirely trusted for quality.
But what once was a symbol of convenience over quality is gaining ground among seasoned consumers.
“We’re seeing a rise in demand for full-flower joints,” said RollPros Chief Executive Officer Kyle Loucks. “I call them connoisseur joints. Personally, I used to always buy flower and roll joints myself. I think there’s a lot of people who do that—buy flower and roll ahead of a hiking or surf trip. I think those people are starting to trust pre-rolls more now.
“I think the bottom-dollar quality of pre-rolls sort of burned the category for a long time, but nowadays you know certain brands put more care into their joints, and you know it’s going to be a good smoke,” he added.
As the demand grows for full-flower, well-rolled pre-rolls, producers are beginning to reimagine what the category can be. It’s not about replacing flower altogether. Instead, producers aim to meet consumers where they are, whether they’re longtime purists or curious newcomers.
“We aren’t necessarily looking to convert traditional flower buyers but instead provide them with another option that is still high-quality and also convenient,” said Jordan Houston, chief marketing officer for Xylem Robotics, which manufactures automated pre-roll-making equipment. “In fact, we encourage flower-focused brands to complement their product line with pre-rolls by utilizing smaller or aesthetically less-than-perfect flowers to create their pre-rolls. With the addition of pre-roll infusion, their flower and distillate offerings can be maximized and they can increase margin by catering to consumers who are seeking the convenience of the pre-roll form factor.”
Infused and multipack SKUs are leading sales
Flavor, potency, and affordability are driving category growth—and automation is helping brands keep up. The rise of automation in pre-roll infusion has removed a major barrier for brands: consistency. What used to be a labor-intensive, hand-twisted novelty is now a dialed-in, scalable product line.
Manufacturers are building dedicated systems to keep up with the demand. In fact, some are doubling or tripling their equipment’s capacity. The pre-roll category isn’t just growing; it’s becoming a core part of the cannabis supply chain.
“We don’t see this trend dying out any time soon,” said Xylem’s Houston. “With the popularity of different flavors with higher THC concentrations, the convenience of infusions and coatings allows brands to make their flower and distillate go even farther. [Automation] makes sense for the manufacturer and the end user.”
Why? Because infused pre-rolls stretch ingredients, satisfy the market’s obsession with potency, and offer a higher perceived value, all while creating opportunities for flavor innovation.
Last year, infused pre-rolls were the fastest-growing category in cannabis. This year the growth continues in a more sustained and mature way. Infused multipacks are driving most of the momentum.
“We just did a report on the top 100 brands, and in that report we call out the top five SKUs from each brand,” said Custom Cones USA co-founder Harrison Bard. “All of them were infused. That’s what’s dominating right now, along with multipacks of infused [pre-rolls]. We’re seeing both trends in one, with infused multipacks picking up a lot of the market share.
“Another factor is price,” he continued. “We’re seeing prices come down so low on infused pre-rolls relative to two years ago that consumers are able to get a lot more for less. Where you could have gotten two infused pre-rolls, you can now get a five-pack for the same price.”
Bard said popular brand Jeeter’s top sellers are all infused multipacks. The same is true for Stiiizy and Dogwalkers. Both latter brands are known for their petite pre-rolls, a category that is climbing the ranks along with multipack offerings.
“Flavor is another factor,” Bard said. “If you look at any CPG category outside cannabis, it’s all about flavor. A cigar is a good parallel. Tobacco is all about flavor; that’s what sets Marlboro apart. In food and beverage too, it’s all about flavor. I don’t think the cannabis industry has matured enough yet, but we’ll be there in a few years when it comes to clean ingredients and flavor-forward labels.”
In fact, Bard said he wouldn’t be surprised if almost all pre-rolls are infused within a few years.
“I think it’ll be the 80/20 rule, where 20 percent of top pre-roll SKUs will be infused, and those will drive 80 percent of all sales,” he said.
Quality matters more than ever
No matter how popular a category becomes, product quality remains a primary driver of sales. Not all infusions are created equal, and not all methods respect the ingredients. Consumers might not know the difference between an injection method and a true hash hole, but they notice the difference in performance and taste.
“Infused is here to stay,” Loucks said. “But we’re going to have higher-end infused joints, and there are still ways to hot-dog [the process]. I’ve had infused joints with [butane hash oil] just shoved down the middle, which means the flavor was harsh and the experience wasn’t great.”
From hash holes to resin slugs, infusion methods impact flavor, performance, and customer satisfaction.
“I love true hash holes: rolling a worm of hash or rosin right into your joint,” Loucks said. “It smokes phenomenally. But as soon as you heat up rosin to inject it, you kill all the flavor. That’s what we’re actively working on: educating people on the spectrum of infused joints.”
That kind of education is becoming especially important on the retail floor. According to Houston, Xylem’s technology allows for strategic placement of the resin slug inside the joint—not just for a better burn, but also for better shelf presence.
While many donut-style pre-rolls hide their resin in the center, Xylem’s machines can position the resin close to the paper, creating a visible “spot” that some customers now associate with potency. What once was considered a manufacturing flaw is now a marketing tactic: proof that a pre-roll packs something extra.
Clear branding, clever packaging, and smart shelf placement still matter. But in the infused pre-roll arena, even the injection point can tell a story.
Branding and education are essential tools
Brands that want to win in the pre-roll space, whether they’re rolling full-flower connoisseur joints or complex infused blends, need more than just hardware. They need solid marketing. In-store support, smart packaging, and consumer education give producers a competitive edge.
“We support high-quality flower going into high-quality joints,” RollPros’ Loucks said. “But we’re doing some cool things on the marketing side now too.”
RollPros provides custom training for brands that purchase the company’s machines. Modules cover not only how to use the equipment but also post-harvest operating procedures and curing best practices that create better inputs. The company also assists with in-store activations and sales education.
“We’ll train [brands] on how to sell the joints they produce,” Loucks said. “We’ve got marketing collateral they can slap their name on, plus pop-up materials for dispensaries. Like, ‘Hey, try this joint, and this is why it’s better.’”
Xylem also supports its clients beyond the machinery. From media partnerships to educational content, Houston said the company believes helping brands deepen trust and increase transparency benefits the industry as a whole — especially as more consumers experiment with newer product formats like high-tech vapes and infused pre-rolls.
Pre-rolls may have started as a convenience play, but they’ve evolved into one of the most innovative and competitive corners of the cannabis market. As automation improves consistency and brands invest in quality, flavor, and storytelling, the humble joint is becoming a powerful brand ambassador.
This summer’s sales surge isn’t a fluke. It’s a signal. And savvy brands are rolling with it.
Burning questions about cannabis pre-rolls
Why are infused pre-rolls so popular?
Infused pre-rolls deliver higher potency, bold flavor profiles, and perceived value—all in a convenient format. Their popularity is driven by consumer demand for stronger, more flavorful experiences and easier dosing.
What’s the difference between a connoisseur joint and a regular pre-roll?
Connoisseur joints are made with high-quality full flower and often feature hand-rolled or carefully crafted construction. Regular pre-rolls may use lower-grade material or trim and focus on affordability.
Are infused pre-rolls a passing trend?
Not likely. Infused pre-rolls have become one of the fastest-growing product categories in cannabis, thanks to automation, improved quality, and strong consumer demand for potent, flavorful products.
How are cannabis brands using automation in pre-roll production?
Automation helps brands produce consistent, scalable infused joints and multipacks. New tech allows for precise infusion methods, better flavor retention, and eye-catching presentation — all while reducing labor costs.
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