All markets/Missouri/Illinois/St. Louis, MO-IL2.1M adults 21+
St. Louis sits near the middle for most spirits; flavored vodka, imported and Irish whiskey rank highest.
Based on Iowa; its group checked in Pennsylvania. Compared with the 387 US metro areas.
How to read this
Each score: how closely St. Louis’ 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 St. Louis 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 St. Louis 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: 45.3% against 39.0%.341stof 387 metros
- Canadian WhiskyMore women earning $75k+ than the usual metro: 21.1% against 15.5%.317thof 387 metros
- American LiqueursHigher income per person than the usual metro: $45,862 against $39,171.297thof 387 metros
St. Louis on the map
St. Louis among the 387 US metro areas.
Did you know?
60thof 387 metrosSt. Louis is among the 60 metros where men earning $75k+ are most common: 36.4% here, usual 29.0%.
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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.