Interview with Christopher Lackner

Interview with Christopher Lackner

Can you share with us your journey into the hemp and cannabis industry? What inspired you to enter this field?

I came to the hemp industry from the public policy side of the business. Previously, I was the vice president of public affairs for an international cannabinoid extraction company and a consultant to several hemp and marijuana companies.

In 2020, I started a CBD beverage company with a friend. In an effort to better understand the industry, I reached out to our competitors for advice, support, recommendations on copackers, that kind of thing. This turned into a regular Google chat among us, which we called the “CBD beverage consortium.”

Last year, I sold my share of the company to my partner but didn’t want to stop meeting with the group, as we had become pretty close friends. So we kept it going, and soon more people found out about it and wanted to join. This eventually led to the Hemp Beverage Alliance.

What were the key motivations and goals behind establishing the Hemp Beverage Alliance?

The Alliance is a trade association where everyone up and down the supply chain can help each other out, learn best practices in production, marketing, labeling, and other areas.

We wanted to create a place where the industry could get together, learn from each other, and move the category forward. We also want to be a resource for government agencies, elected officials and other stakeholders who are building regulatory frameworks.

How do you envision the Hemp Beverage Alliance shaping the future of the hemp beverage industry and the larger cannabis industry as a whole?

The future of drinking is hemp infused. It’s a format that everyone recognizes and enjoys. We want to see hemp beverages on store shelves next to beer, wine and hard seltzer. We’re seeing this in Minnesota right now and it’s quite amazing.

Hemp beverages are helping normalize all cannabinoids, regardless of if they are derived from hemp or marijuana. This may even bring more customers into the dispensaries, as low-dose hemp products are an easy introduction to the plant.

From your perspective, what are the biggest challenges and opportunities currently facing the hemp beverage market?

The patchwork of state-by-state regulations continues to be a challenge for the industry. We hope to see more clarity at the state level in coming years.

But the opportunities are many. Consumers are becoming more aware and excited about the category. Larger distributors are building out portfolios of hemp beverages. National retailers are stocking hemp beverages in their stores. It really is amazing to see.

How do you see the legal and regulatory landscape for hemp beverages evolving in the coming years?

In the short-term, I think the landscape will continue to be a patchwork of state regulations, as opposed to federal oversight. Eventually, we envision a pathway where the TTB (U.S. Tobacco, Tax and Trade Bureau) plays a role in regulating the industry.

What specific aspects of our newsletter align with the Hemp Beverage Alliance’s mission and goals?

Education is the key to success in this new industry. We love how Herbal Profiles takes the time to explain the products, normalize the category, and give consumers the confidence they need to try hemp beverages for the first time.

Where do you see the hemp beverage industry in the next five years?

The industry is moving rapidly. We were at the National Beer Wholesalers Association trade show in October of last year and crammed about 10 brands into one booth. Last month, we were at the Wine & Spirits Wholesalers Association trade show and had 40 plus brands representing almost ten percent of the trade show floor.

Five years from now, I think you can expect a full integration of hemp beverages into drinking culture. Hemp beverage brands will be displayed on the sides of delivery trucks just like beer brands, and some will become household names. Every place, from liquor stores to fine dining establishments to your friend Jay’s house will have hemp drinks on the shelves, on the menu or in the refrigerator.