All markets/Virginia/Richmond, VA1.0M adults 21+
Richmond leans toward flavored gin, bourbon and rye whiskey.
Based on Iowa; its group checked in Pennsylvania. Compared with the 387 US metro areas.
How to read this
Each score: how closely Richmond’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 Richmond 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 Richmond 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
- Flavored RumMore professional jobs than the usual metro: 46.9% against 39.0%.361stof 387 metros
- Canadian WhiskyMore women earning $75k+ than the usual metro: 23.2% against 15.5%.327thof 387 metros
- Spiced RumMore women earning $75k+ than the usual metro: 23.2% against 15.5%.325thof 387 metros
Richmond on the map
Richmond among the 387 US metro areas.
Did you know?
45thof 387 metrosRichmond is among the 45 metros where professional jobs are most common: 46.9% here, usual 39.0%.
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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.