All markets/New Mexico/Santa Fe, NM126,000 adults 21+
Santa Fe leans toward single malt Scotch, American dry gin 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 Santa Fe’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 Santa Fe 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 Santa Fe 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: 2.9% against 9.8%.364thof 387 metros
- Schnapps, AmericanHigher income per person than the usual metro: $52,208 against $39,171.352ndof 387 metros
- American LiqueursHigher income per person than the usual metro: $52,208 against $39,171.347thof 387 metros
Santa Fe on the map
Santa Fe among the 387 US metro areas.
Did you know?
12thof 387 metrosSanta Fe is among the 12 metros where graduate degrees are most common: 23.9% here, usual 11.6%.
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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.