All categories/Who buys rum?
Rum takes a bigger share of spirits sales where women earning $75k+ are least common: about 1.4 times as much in Iowa.
Solid: seen across Iowa’s 99 counties and checked in Pennsylvania’s 67.
How to read this
Ranked by how closely each place’s people match the Iowa counties where rum sales make up a bigger share of spirits sales. Not a sales figure.
Places: Checked in Pennsylvania.
A hollow dot on the map is a place unlike any Iowa county; its rank is a best estimate.
The dollars: Rum’s share of spirits dollars in the Iowa counties that hold the top and the bottom quarter of adults on the measure, written as dollars of every $100.
An association between places, not a cause or a sales forecast.
Of every $100 spent on spirits
Of every $100 spent on spirits in Iowa, what goes to rum
Who are these two groups?
Fewest women earning $75k+: the 52 Iowa counties that hold the quarter of adults where women earning $75k+ are least common, 11.4% or less, among them Black Hawk, Des Moines and Marshall. Most women earning $75k+: the 6 counties at 18.7% or more.
Other people rum goes with, and against
where the measure is lowestwhere highestIowa overall $7.98$ of every $100, $6 to $10
+ 5 more
+ 6 more
Tap a row: the dollars, the list and the map follow.
Where rum fits, of the 50 states and DC
0 of the 44 metros with 1M+ adults 21+ are in the top fifth for rum, so this opens on states.
Most of these states are unlike any Iowa county; read the order as a rough guide.
Tap a dot or a row to see a place.
What this means for you
Supplier
The top-ranked large metros, with their women earning $75k+ against the usual metro (15.5%): Riverside 20.4%, Louisville 18.2%, Phoenix 21.9%.
Distributor
The ranked markets are those whose people look most like the Iowa counties where rum sales make up more of spirits sales. Iowa sales only; an association between places, not a cause or a sales forecast.
Did you know?
$33.3M$33.3M of rum sold in Iowa in 12 months (Oct 2025 to Sep 2026).
Rum’s $7.98 of every $100
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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.