Feb 12, 2020 - Economy & Business

Instagram fuels sales of hard seltzer

Timothy A. Clary/AFP via Getty Images

Last year was a "breakthrough year" for hard seltzers like White Claw and Truly, per research from Bank of America, and sales should bubble over in 2020 — judging from beverage chatter on Insta.

Why it matters: Boozy soft drinks are taking market share from traditional beer, fueled by health and wellness trends (low-cal, low-carb) and the fact that they fall somewhere between wine, spirits and beer, the bank says.

Driving the news: The volume of conversations on Instagram about hard seltzer in January was six times greater than last January — and 35% higher than in June, when warm weather makes us thirstier, according to BofA's "hard seltzer sentiment tracker."

  • BofA calls it "a beverage for all seasons" and notes that "activities like 'snowboarding' and 'electronic music' are increasing their share of hard seltzer conversations at a faster rate than health and wellness-related terms."
  • Brand loyalty is strongest at White Claw and Bon & Viv, but White Claw and Truly held 80% market share at year-end.

Beverage giants are pouring into the market: Bud Light Seltzer, which was advertised during the Super Bowl, made it into 14.3% of January Insta mentions.

  • Constellation Brands, AB InBev and Molson Coors are expected to introduce hard seltzers this year and "spend collectively ~$100 million in support," BofA Research says.

The bottom line: Beer has seen sales drop as spiked seltzers have seen them rise, and Instagram posts are a leading indicator of the consumption.

Go deeper: Big Beer faces a risky future

Go deeper

Beware the "science" behind some wellness industry's claims

Gwyneth Paltrow, founder and CEO of Goop onstage at 2019 New York Times Dealbook conference. Photo: Mike Cohen/Getty Images for The New York Times

A surge in misinformation has grown with the internet, making wellness strategies appear to have scientific foundations when instead they're fueling baseless and sometimes harmful theories.

What's happening: Wellness products such as vitamins and supplements are under the purview of the Federal Trade Commission, meaning they are not subject to scrutiny or testing like prescription medication and medical devices, which are managed by the Food and Drug Administration.

Go deeperArrowFeb 15, 2020 - Health

Scoop: Snapchat's new wellness push

Illustration: Sarah Grillo/Axios

Snapchat is launching a new set of tools and custom content around mental health and wellness, sources tell Axios. One tool includes a search function that surfaces health and wellness resources on topics including depression, suicide and anxiety.

Why it matters: It's the first product launch around what will be a bigger health and wellness push from Snapchat that will be rolled out in the next few months.

Election-year economy "everything Trump could hope for"

Data: Bureau of Labor Statistics. Chart: Axios Visuals

The big headline out of Friday's jobs report "was that employers added 225,000 jobs in January, comfortably more than analysts had expected," N.Y. Times senior economics correspondent Neil Irwin writes.

The big picture: Positive underlying trends drove the unemployment rate up to 3.6% from 3.5%, while the share of adults working or looking for work rose to 63.4% — the highest since mid-2013, the Times writes.