Although cannabis brands that carry celebrity names may gain early notice, it doesn’t appear to translate into market dominance. A recent study by market research firm BDSA tracked which brands are the front-runners in today’s legal recreational cannabis markets, and the connection that has the most traction is one with a multi-state operator.

While edibles are growing in popularity, inhalables are still the marketplace leaders — flower, vape, and concentrate products are preferred by consumers and tote up the largest percentage of dollar sales. Vape products are the runner-up to flower, but there appears to be a stronger brand preference in the vape category than in flower.

The best-selling cannabis brand title goes to Cresco Cannabis, the house-brand inhalables sold in Cresco’s more than 700 dispensaries nationwide. The brand includes flower, vapes, prerolls and dabbable concentrates. Second places goes to the Rythm house-brand products sold in Green Thumb dispensaries, with a product portfolio of flowers, vapes and concentrates.

Popularity in California seems to be a prerequisite for nationwide growth, and one brand that has done just that is vape manufacturer Stiiizy. Through sales of both their proprietary vape pod system and disposable vapes, Stiiizy is not only the third best-selling nationwide brand, but also the best-selling nationwide vape brand — with room to grow as they are currently in just six states.

Finishing up the top five brands are #4 Select, a Curaleaf brand of oils that is another major name in the nationwide vape marketplace. And #5 Raw Garden, a California brand of vape products and dabbable concentrates.

Well in the background are the many celebrity-named brands that tend to have niche audience appeal. Leafs by Snoop (Dogg) products were launched in Colorado in 2015; its only expansion has been into Canada where it has a long-standing legal battle with the Toronto Maple Leafs. Willie’s (Nelson) Reserve has been solely in Colorado and Washington since 2015.

The Tommy Chong’s brand has been somewhat more successful in branching out from Colorado; it’s now available in six additional states. Cheech’s (Marin) Private Stash, from his comedy partner, has made it into three states. And you still need to be on the West Coast or in Canada to partake of brands from Jay-Z, Carlos Santana, Bob Marley, Mickey Hart, Wiz Khalifa, Method Man, Seth Rogen or Jim Belushi.