CRU is the flagship flower label of Falcon Brands, the California cannabis house that also runs Grand CRU, Zips!, High Garden, Jetpacks and Littles. Falcon created CRU in 2018 around strain-specific, 100% indoor flower, then stretched the name across pre-rolls, infusions, cartridges, disposables and oil under the tagline "Made to be More."
The 2026 map looks different from the launch. Headset tracked CRU in 76 licensed dispensaries in August 2026, and 68 of them were in New York.
Falcon Brands and the team behind CRU
Falcon Brands says it owns and manages six California brands, produces more than 150 proprietary products and supplies more than 500 retailers. The company also claims more than 2 million customers a month. CRU sells under Falcon's California distributor license, C11-0000127-LIC, which both Weedmaps and Leafly list on the brand's pages.
Steve Gutterman runs Falcon as CEO. He came in with nearly three decades in high-growth industries, including online financial services, and built a team that mixes cannabis operators with consumer-packaged-goods people. New Cannabis Ventures named Jim Kunevicius, Edlin Kim and Mark Malatesta among his key lieutenants in March 2022.
Palm Springs grows and a $100 million run
Gutterman laid out Falcon's footprint for New Cannabis Ventures in March 2022. The company ran an indoor grow and manufacturing facility in Palm Springs and greenhouse operations in the Salinas area. Its own gardens turned out 300–400 pounds of flower a month, while Falcon processed about 10,000 pounds a month in total, much of it bought on the wholesale market.
The money matched the volume. Falcon had topped $100 million in annual revenue for three straight years and swung from losses to profit on both a cash-flow and an EBITDA basis. It delivered to 400 California dispensaries at the time, and the outlet reported that CRU, High Garden and Littles had ranked among California's top 10 brands for the previous three years.
The cap table picked up a Florida connection too. Gutterman told the outlet that Harvest Health held a 9% stake in Falcon after converting a $47 million loan, and Harvest was later acquired by Trulieve. He named Nevada, Colorado, Washington and Oregon as expansion targets and a public listing as an eventual goal.
Strain-specific eighths from a 100-plus library
Flower is the anchor. CRU sells strain-specific 3.5-gram jars of 100% indoor flower, and Falcon puts the CRU strain library at more than 100 varieties. Weedmaps describes the flower as hand-trimmed. The menu rotates instead of sitting on a fixed lineup.
The Weedmaps catalog shows the range. Biscotti, Chem OG, Grapes N Cream, Green Crack, Malawi Gold and GMO Cookies all appear under the CRU name, alongside pre-rolls such as Grape Ape, Lemon Mac, Clementine, Sundae Driver, Trainwreck, White Tahoe Cookies and XJ-13.
Grand CRU and the 40% pre-roll
Grand CRU is the top shelf. The Grand CRU eighth uses hand-picked tops only, drawn from 13 genetically dominant strains. Destroyer is one of the cuts sold under the Grand CRU name on Weedmaps.
Grand CRU 40 is the infused extension: half-gram pre-rolls infused with shatter and labeled at 40% THC or more. The name is the spec. The standard CRU 1-gram Infusions sit a step below, infused with terpenes and concentrate and labeled at 20% THC or more. Plain half-gram pre-rolls cover more than 100 strains.
Cartridges, disposables and a 380 mAh battery
The vape range runs on 510 hardware. CRU's 0.75 ml cartridges use ceramic coils and strain-specific terpenes and are labeled at 80–90% THC. The brand's own 510 battery holds 380 mAh, with adjustable voltage and a preheat function.
Half-milliliter rechargeable disposables are color-coded by strain type. The Weedmaps lineup includes Hawaiian Snowcap, Sweet & Sour Diesel, London Pound Cake, Banana Kush, Cantaloupe Haze, Cherry Kola and White Walker OG disposables. A 1-gram full-spectrum oil syringe rounds out the catalog, offered in a high-THC version and a low-THC, high-CBD version.
Nabis logistics and the swing to New York
Distribution changed hands in April 2024. Falcon signed with Nabis for third-party fulfillment and distribution across California, which opened the Nabis Marketplace for wholesale ordering and Nabis Capital for cash flow. Nabis described Falcon as one of California's largest cannabis producers, in the market since 2017.
Headset data for August 2026 puts CRU's weight on the East Coast. The brand sold through 76 dispensaries that month, 68 in New York plus stores in Washington and two other states, with Brooklyn, Queens, Staten Island and the Bronx among its deepest pockets. Monthly sales topped $100,000.
Vapes carried 79.53% of CRU's August 2026 sales and pre-rolls 20.47%. Its top sellers that month were a Pink Guava infused half-gram pre-roll, a Lemon Cherry Gelato infused 1-gram pre-roll, a Bubba Kush half-gram pre-roll, a Maui Wowie live sauce disposable and a Blue Dream infused pre-roll.
The ranking has slipped. Headset placed CRU No. 44 in New York vapor pens for August 2026, down from No. 31 a year earlier and No. 18 at its August 2024 peak.
Where CRU and its sister labels sell in 2026
The other Falcon names follow the same map in Headset's August 2026 data. Jetpacks reached 195 New York dispensaries and ranked No. 5 in the state's pre-roll category, after peaking at No. 2 in March 2026. Littles ranked No. 27 in New York vapor pens, and High Garden sold through 73 New York stores and three in California.
At home, CRU still carries its California distributor license on Weedmaps and Leafly, and crucannabis.com lists the full CRU and Grand CRU range. Customer contact runs through info@falconbrands.com, and the brand posts on Instagram as @crubrand.
For adults 21 and over.