Rmarts

Rmarts is a convenience store chain that serves as a critical retail case study in understanding the true market dynamics between traditional alcohol and alternative functional beverages.

Incrementality Case Study

Rmarts is frequently cited in analyses of the cannibalization-data-gap. When the chain introduced cannabis-beverages to its stores, it reported that the new products did not erode existing beer sales. Instead, the inclusion of THC products drove total unit sales up by 11%, increased gross profit by 31%, and expanded overall margins by 4 percentage points. This real-world retail data supports the theory that functional beverages often act as complementary or independent purchases rather than direct 1:1 substitutes for alcohol.