All markets/Texas/Houston-Pasadena-The Woodlands, TX5.2M adults 21+
Houston leans toward Cognac and imported brandy, 100% agave tequila and blended Scotch.
Based on Iowa; its group checked in Pennsylvania. Compared with the 387 US metro areas.
How to read this
Each score: how closely Houston’s people match the Iowa counties where that drink’s sales make up a bigger share of spirits sales. Not a sales figure.
Each row ranks Houston among 387 metros for one category. It does not compare categories with each other.
Beside each category is the Census measure the model leans on most for it here.
Each category’s standing comes from a model fitted to Iowa county sales on public Census measures only, checked in Pennsylvania for its group; only the 8 spirits groups and the 24 subcategories that passed are ranked.
An association between places, not a cause or a sales forecast.
The whole book: 32 ranked categories
Show all 32Show the top 8 and bottom 3
Each dot is where Houston ranks among the 387 metros for that category, on the scale printed above its block. Point at a row to see it on the map; click to read it.Tap a row to read it.
Who lives here
The usual metro = the middle of the 387 US metro areas.
Tap a bar: the book follows.
Leans in
Leans away from
- Spiced RumMore professional services jobs than the usual metro: 13.9% against 9.7%.365thof 387 metros
- Flavored RumMore adults aged 30-44 than the usual metro: 31.3% against 26.1%.354thof 387 metros
- Canadian WhiskyMore women earning $75k+ than the usual metro: 21.5% against 15.5%.349thof 387 metros
Houston on the map
Houston among the 387 US metro areas.
Did you know?
8thof 387 metrosHouston is among the 8 metros where women aged 30-44 are most common: 15.6% here, usual 13.0%.
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What this rests on
County sales by category in Iowa (99 counties, Oct 2025 to Sep 2026), checked in Pennsylvania (67 counties, Jul 2024 to Jun 2025), plus Census ACS 2024 5-year. An association between places, not a cause or a sales forecast.