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

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In photos: Deadly wildfires devastate California's wine country

The Shady Fire ravages a home as it approaches Santa Rosa in Napa County, California, on Sept. 28. The blaze is part of the massive Glass Fire Complex, which has razed over 51,620 acres at 2% containment. Photo: Samuel Corum/Agence France-Presse/AFP via Getty Images

More than 1700 firefighters are battling 26 major blazes across California, including in the heart of the wine country, where one mega-blaze claimed the lives of three people and forced thousands of others to evacuate this week.

The big picture: More than 8,100 wildfires have burned across a record 39 million-plus acres, killing 29 people and razing almost 7,900 structures in California this year, per Cal Fire. Just like the deadly blazes of 2017, the wine country has become a wildfires epicenter. Gov. Gavin Newsom has declared a state of emergency in Napa, Sonoma, and Shasta counties.

Updated 57 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 12:30 a.m. ET: 33,880,896 — Total deaths: 1,012,964 — Total recoveries: 23,551,663Map.
  2. U.S.: Total confirmed cases as of 12:30 a.m. ET: 7,232,823 — Total deaths: 206,887 — Total recoveries: 2,840,688 — Total tests: 103,939,667Map.
  3. Education: School-aged children now make up 10% of all U.S COVID-19 cases.
  4. Health: Moderna says its coronavirus vaccine won't be ready until 2021
  5. Travel: CDC: 3,689 COVID-19 or coronavirus-like cases found on cruise ships in U.S. waters — Airlines begin mass layoffs while clinging to hope for federal aid
  6. Business: Real-time data show economy's rebound slowing but still going.
  7. Sports: Steelers-Titans NFL game delayed after coronavirus outbreak.

CDC: 3,689 COVID-19 or coronavirus-like cases found on cruise ships in U.S.

Cruise Ships docked in April at the port at Marina Long Beach due to a no-sail order in Long Beach, in California. Photo: Apu Gomes/AFP via Getty Images

There have been at least 3,689 COVID-19 or coronavirus-like illness cases on cruise ships in U.S. waters, "in addition to at least 41 reported deaths," the Centers for Disease Control and Prevention said late Wednesday.

Driving the news: The CDC released the data from the period of March 1 through Sept. 29 in an emailed statement confirming the extension of a No Sail Order for cruise ships through Oct. 31, as first reported by Axios' Jonathan Swan on Tuesday in his article revealing CDC director Robert Redfield was overruled in a push to extend the order into 2021.