All categories/Agave/Who buys mezcal?
Mezcal fits best in New York, Los Angeles and San Francisco.
Who buys it is an early signal only.
Places: Based on Iowa; its group checked in Pennsylvania.
How to read this
Ranked by how closely each place’s people match the Iowa counties where mezcal sales make up a bigger share of spirits sales. Not a sales figure.
A hollow dot on the map is a place unlike any Iowa county; its rank is a best estimate.
An association between places, not a cause or a sales forecast.
Of every $100 spent on spirits
$0.11
of every $100 spent on spirits in Iowa goes to mezcal
Agave’s $10.21 of every $100, by style
- 100% Agave Tequila$7.70
- Mixto Tequila$2.39
- Mezcal$0.11
- Other agave$0.01
Who buys it: an early signal, not firm yet
Other people mezcal goes with, and against
Tap a row: the dollars, the list and the map follow.
What this means for you
Supplier
Start with the top-ranked large metros. The people pattern is not firm yet, so treat the order as a first list, not a finding.
Distributor
The ranked markets are those whose people look most like the Iowa counties where mezcal sales make up more of agave sales. Iowa sales only; an association between places, not a cause or a sales forecast.
Where mezcal fits, of the 44 US metro areas with 1M+ adults 21+
Most of these metros are unlike any Iowa county; read the order as a rough guide.
- 1New York, NY1st of 44 large metros
- 2Los Angeles, CA2nd of 44 large metros
- 3San Francisco, CA3rd of 44 large metros
- 4Boston, MA4th of 44 large metros
- 5Miami, FL5th of 44 large metros
Tap a dot or a row to see a place.
Did you know?
$480k$480k of mezcal sold in Iowa in 12 months (Oct 2025 to Sep 2026).
Ask BevGenie. See where your own mezcal over- and under-sells against this.
Free for 15 days. No credit card.
Related
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.
How the dollars are made: the category’s share of spirits dollars in the Iowa counties that hold the top quarter and the bottom quarter of adults on a measure, written as dollars of every $100.