All markets/Montana/Missoula, MT97,000 adults 21+
Missoula leans toward single malt Scotch, rye whiskey and Canadian whisky.
Based on Iowa; its group checked in Pennsylvania. Compared with the 387 US metro areas.
How to read this
Each score: how closely Missoula’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 Missoula 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 Missoula 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
- Cognac and Imported BrandyFewer manufacturing jobs than the usual metro: 4.0% against 9.8%.361stof 387 metros
- Tennessee WhiskeyMore bachelor's degrees than the usual metro: 46.5% against 31.0%.356thof 387 metros
- American LiqueursHigher income per person than the usual metro: $45,638 against $39,171.353rdof 387 metros
Missoula on the map
Missoula among the 387 US metro areas.
Did you know?
8thof 387 metrosMissoula is among the 8 metros where non-family households are most common: 45.7% here, usual 36.7%.
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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.