All categories/Who buys whiskey?
Whiskey takes a bigger share of spirits sales where adults whose top degree is a bachelor's are most common.
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 whiskey 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.
An association between places, not a cause or a sales forecast.
Whiskey is $32.31 of every $100 spent on spirits in Iowa. Its styles sell in different places.
Whiskey takes a bigger share of spirits sales where adults whose top degree is a bachelor's are most common. This shows once county size and density are allowed for, so there is no simple dollar picture.
Other people whiskey goes with, and against
+ 21 more
+ 11 more
Tap a row: the dollars, the list and the map follow.
Where whiskey fits, of the 50 states and DC
1 of the 44 metros with 1M+ adults 21+ are in the top fifth for whiskey, so this opens on states.
Most of these states are unlike any Iowa county; read the order as a rough guide.
- 1Alaska1st of 51 states
- 2Wyoming2nd of 51 states
- 3North Dakota3rd of 51 states
- 4Montana4th of 51 states
- 5South Dakota5th of 51 states
Tap a dot or a row to see a place.
What this means for you
Supplier
Look first at markets with more adults whose top degree is a bachelor's than the usual metro (19.5%). Among the top-ranked large metros that do: Denver 30.8%, Austin 31.8%, San Jose 27.8%.
Distributor
The ranked markets are those whose people look most like the Iowa counties where whiskey sales make up more of spirits sales. Iowa sales only; an association between places, not a cause or a sales forecast.
Did you know?
$135.0M$135.0M of whiskey sold in Iowa in 12 months (Oct 2025 to Sep 2026).
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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.