Texas doesn't price like California, and grocery doesn't price like on-premise. Markets let one brand carry a separate set of margins, a separate distributor, and separate SKU rows for every place you sell.
A pricing model that's right in one state is usually wrong in the next: a different distributor, different margins, different freight to get a case there. Markets solve this without duplicating the brand — each market inside a brand carries its own margins, its own distributor, and its own SKU rows, and you flip between them from a single dropdown.
In the brand editor, the Market field sits next to the brand name. Click the + beside it to add a market; once you have more than one, the field becomes a dropdown for switching and a Manage button opens a modal where you edit each market's name, distributor, and margins. Margins and SKU rows (including freight) belong to the market; the brand's name and category belong to the brand.
A market is one selling context for a brand — typically a state ("Texas"), a territory, or a channel — with four things of its own:
That last point is the one people miss. Freight isn't a market-level setting; it's a per-case field on each SKU row (part of landed cost — see FOB to Landed Cost). Because each market keeps a separate SKU table, shipping the same seltzer to a nearby market and a distant one just means different Freight values in each market's rows — and different landed costs, sell-ins, and shelf prices fall out automatically.
One label note: Alculator adapts the field name to your account type. Suppliers see Market, distributor accounts see Territory, and retailer accounts see Store. It's the same feature; this article says "market" throughout.
Every brand starts with one market, shown as a plain text field (placeholder: "e.g. Texas") next to the brand name. To add a second:
Starting empty is deliberate: FOBs, freight, and even the pack formats you lead with often differ by market, so nothing is assumed. If most rows do carry over, exporting the first market and re-entering from the file is the pragmatic bridge — see Exporting.
With two or more markets, the text field becomes a dropdown with a count badge and a Manage button. Pick a market from the dropdown and the editor swaps to that market's margins and SKU rows on the spot; any edits still pending in the market you're leaving are saved first. Alculator remembers the last market you viewed per brand, so reopening the brand puts you back where you left off.
Manage opens the Manage Markets modal — one row per market with four editable fields: Market Name, Distributor, Dist %, and Retail %. It's the fastest way to review terms across every market at once, and the only place to delete one (the × on the row, with a confirmation). Two rules apply: a brand must always keep at least one market, and deleting a market removes its SKU rows with it. The + Add Market button here also creates a market, but starts it from the stock 30% / 35% defaults rather than copying your current margins — adjust them after it lands.
When you're deciding whether a change in one market will ripple into another, this is the split:
| Belongs to the market | Belongs to the brand |
|---|---|
| Distributor & retailer margins | Brand name |
| Distributor name | Category / brand type |
| All SKU rows — FOB, freight, excise, depletion, per-SKU margin overrides, REV targets |
In other words, nearly everything you price with is market-scoped. Change the retailer margin while viewing Texas and only Texas moves; rename the brand and every market sees it. Per-SKU margin overrides work exactly as described in Setting Distributor & Retailer Margins — they just live inside whichever market's rows you set them on. The math itself never changes between markets: a 6×4 case at a $28.00 FOB with 32.5%/28.0% margins sells in at $41.48 and shelves at $9.60 wherever those inputs hold.
Exports are per market: CSV, Excel, and PDF exports include the SKU rows of the market currently open in the editor, and every row carries a column with the market's name (labeled Market, Territory, or Store to match your account type) alongside freight, landed cost, and both margins. To hand a distributor all five states, export five times — one file per market.
Version snapshots go the other way: saving a version captures every market in the brand — names, distributors, margins, and each market's SKUs — so restoring or comparing brings the whole picture back (see Comparing Versions). Publishing a share link sits in between: it pins a snapshot of the whole brand — every market's rows at that moment — and later edits don't touch it. How publishing and links behave is covered in Publishing and Share Links.
Two limits interact with markets. The number of markets you can create across your account grows with your plan — entry plans support a small number, and the upper tiers remove the ceiling. And SKU limits are counted per market, not per brand, so splitting a portfolio across markets doesn't burn your SKU allowance faster. The current numbers for both live on the pricing page.
For the strategy behind the feature — why the same case legitimately prices differently across state lines — start with Regional Distribution Strategy, State Alcohol Regulations, and Freight & Logistics.
Open a brand, click the + next to the market name, and price your next territory properly.
Open the Calculator →