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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

Tech scrambles to derail inauguration threats

Illustration: Sarah Grillo/Axios

Tech companies are sharing more information with law enforcement in a frantic effort to prevent violence around the inauguration, after the government was caught flat-footed by the Capitol siege.

Between the lines: Tech knows it will be held accountable for any further violence that turns out to have been planned online if it doesn't act to stop it.

Dave Lawler, author of World
2 hours ago - World

Uganda's election: Museveni declared winner, Wine claims fraud

Wine rejected the official results of the election. Photo: Sumy Sadruni/AFP via Getty

Yoweri Museveni was declared the winner of a sixth presidential term on Saturday, with official results giving him 59% to 35% for Bobi Wine, the singer-turned-opposition leader.

Why it matters: This announcement was predictable, as the election was neither free nor fair and Museveni had no intention of surrendering power after 35 years. But Wine — who posed a strong challenged to Museveni, particularly in urban areas, and was beaten and arrested during the campaign — has said he will present evidence of fraud. The big question is whether he will mobilize mass resistance in the streets.

Off the Rails

Episode 1: A premeditated lie lit the fire

Photo illustration: Sarah Grillo/Axios. Photo: Chip Somodevilla/Getty Images

Beginning on election night 2020 and continuing through his final days in office, Donald Trump unraveled and dragged America with him, to the point that his followers sacked the U.S. Capitol with two weeks left in his term. Axios takes you inside the collapse of a president with a special series.

Episode 1: Trump’s refusal to believe the election results was premeditated. He had heard about the “red mirage” — the likelihood that early vote counts would tip more Republican than the final tallies — and he decided to exploit it.

"Jared, you call the Murdochs! Jason, you call Sammon and Hemmer!”