By Sheldon Baker12.03.21
Christopher Lackner is the co-founder of Boulder, CO-based jeng, LLC, makers of premium alcohol-free, hemp-infused, ready-to-drink cocktails, and has strong experience in the cannabis and hemp industry. Most recently, he served as the vice president of public affairs for Mile High Labs, one of the largest extractors of CBD, CBG and other cannabinoids. In this role, he developed relationships and met with members of the USDA hemp division, the Office of Senator Mitch McConnell, and Congress. Lackner also led the company’s media relations efforts in the U.S., U.K., and E.U. In addition, Lackner has served as press secretary, manager, and advisor for dozens of political campaigns at the local, state, and federal levels. He has worked for candidates in Virginia, Illinois, Indiana, Michigan, Ohio, Georgia, and California. Lackner also consults on regulatory, marketing, and public policy issues surrounding the hemp industry.
Area Code 420 (AC 420): What was the motivation around developing jeng?
Lackner: Back in 2019, I was working for a hemp extraction company in Colorado, when John Enghauser, an old college pal (and soon-to-be co-founder), called me to ask about the CBD industry. We talked about how consumption of CBD was mainly via tincture or tablet or gummy, and the few beverages that were out there were mostly zero-calorie seltzers that served more as a CBD delivery device than as a proper drink.
It seemed like that was the same thing that was going on with alcoholic beverages, as well. Seltzers were everywhere but they all tasted the same or had no taste at all and seemed to be simply delivery devices for alcohol. We were, and still are, fans of cocktails and craft beers, so this seemed like the end of civilization to us. Meanwhile, alcohol-free beverages were beginning to gain traction in the U.S., so we thought, what if we made an alcohol-free, CBD-infused drink that replicated the experiences of classic cocktails. Something with bold flavors that could provide the cocktail experience but without the alcohol.
Our first flavor is based off John’s favorite drink that he often makes at home—a low-sugar Moscow Mule with gin instead of vodka. Subsequent flavors will replicate other cocktails that we both know and love. Just do not call it a mocktail.
AC 420: What two words come to mind when you think about your brand?
Lackner: The two words we talk about are flavor and experience. For flavor, the strategy was simple. We wanted to create bold-flavored drinks that we could proudly serve to our friends. From a flavor perspective, jeng can go toe-to-toe with any other cocktail in town. The only difference is you do not wake up with a hangover in the morning. Which brings us to the next word, and that is experience. The ultimate goal is to recreate the cocktail experience but in an alcohol-free beverage. We set out to create a drink that was worth talking about, that was worth sharing, something that could start a conversation or bring people together.
AC 420: Any plans for line expansion?
Lackner: Our first flavor is Moscow Mule inspired, with juniper, ginger, and lime. We are now launching our paloma (grapefruit, rosemary, agave) and jeng and tonic. All are alcohol-free with 11 mg of CBD per serving.
AC 420: Do you envision the CBD beverage category expanding? And what trends, if any, have caught your attention?
Lackner: Folks in the nutraceutical industry are well aware of the rise in functional beverages, a category in which CBD certainly falls. We expect that to continue for a long time. But for us, the big trend happening right now is the alcohol-free movement. People are consuming less booze, and hemp beverages are a perfect alternative. There is a lot of room for creativity, almost like the craft beer industry. In fact, we have seen a lot of craft brewers nationwide creating CBD drinks. CBD and other cannabinoids can go well beyond canned fizzy drinks. I think you will see more companies incorporating them into hot beverages like teas, coffees, and hot chocolates. Companies will also start experimenting with terpenes found in the plant, bringing those forward into the flavor profile.
AC 420: Where can product be purchased?
Lackner: jeng is found all over lower Manhattan, Brooklyn, and the Hamptons in New York. We are also moving into the Chicago market with retailers throughout the region. Go to www.sipjeng.com/pages/stockists to find a retailer near you. And if you cannot find a store close by, you can always order from us online at www.sipjeng.com.
AC 420: What advice would you give someone going into a CBD leadership position for the first time?
Lackner: Don’t be afraid to ask for advice. The CBD community is pretty supportive, even among competitors. We have received a lot of help from other CBD beverage companies over the past few years, and we try to be as helpful as we can to others in the space. The second piece of advice is to stay nimble. CBD is still in a regulatory gray area that hopefully will be resolved through legislation in the next year or two. That should eliminate the state-by-state patchwork of regulation currently in place. But for now, it is best to be able to pivot in an ever-changing market and regulatory landscape.
AC 420: What keeps you up at night? Or do you use CBD to sleep?
Lackner: I play hockey on Sunday nights, and I must admit that an alcohol-free, CBD-infused, ready-to-drink cocktail is one of the best ways to unwind after a game. If there was one thing that keeps me up, it is the logistics and supply chain challenges that are a result of COVID. Everyone up and down the supply chain is having problems these days. My hope is that these problems will sort themselves out in coming months, but for now, they are quite a headache.
AC 420: How do you feel about California’s passing of AB45 and how it affects the hemp community?
Lackner: AB45 is a big win for the hemp and CBD industry. It provides much needed clarity for retailers and producers in the country’s largest marketplace. It is also a win for consumers, as it will allow for more clarity and transparency in labeling. And since California is known for setting trends, we hope other states will follow suit with similar legislation.
Sheldon Baker is CEO of the Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for many well-known supplement and food industry companies. For interview consideration or brand marketing consulting, contact him at Contact@The420AreaCode.com.
Area Code 420 (AC 420): What was the motivation around developing jeng?
Lackner: Back in 2019, I was working for a hemp extraction company in Colorado, when John Enghauser, an old college pal (and soon-to-be co-founder), called me to ask about the CBD industry. We talked about how consumption of CBD was mainly via tincture or tablet or gummy, and the few beverages that were out there were mostly zero-calorie seltzers that served more as a CBD delivery device than as a proper drink.
It seemed like that was the same thing that was going on with alcoholic beverages, as well. Seltzers were everywhere but they all tasted the same or had no taste at all and seemed to be simply delivery devices for alcohol. We were, and still are, fans of cocktails and craft beers, so this seemed like the end of civilization to us. Meanwhile, alcohol-free beverages were beginning to gain traction in the U.S., so we thought, what if we made an alcohol-free, CBD-infused drink that replicated the experiences of classic cocktails. Something with bold flavors that could provide the cocktail experience but without the alcohol.
Our first flavor is based off John’s favorite drink that he often makes at home—a low-sugar Moscow Mule with gin instead of vodka. Subsequent flavors will replicate other cocktails that we both know and love. Just do not call it a mocktail.
AC 420: What two words come to mind when you think about your brand?
Lackner: The two words we talk about are flavor and experience. For flavor, the strategy was simple. We wanted to create bold-flavored drinks that we could proudly serve to our friends. From a flavor perspective, jeng can go toe-to-toe with any other cocktail in town. The only difference is you do not wake up with a hangover in the morning. Which brings us to the next word, and that is experience. The ultimate goal is to recreate the cocktail experience but in an alcohol-free beverage. We set out to create a drink that was worth talking about, that was worth sharing, something that could start a conversation or bring people together.
AC 420: Any plans for line expansion?
Lackner: Our first flavor is Moscow Mule inspired, with juniper, ginger, and lime. We are now launching our paloma (grapefruit, rosemary, agave) and jeng and tonic. All are alcohol-free with 11 mg of CBD per serving.
AC 420: Do you envision the CBD beverage category expanding? And what trends, if any, have caught your attention?
Lackner: Folks in the nutraceutical industry are well aware of the rise in functional beverages, a category in which CBD certainly falls. We expect that to continue for a long time. But for us, the big trend happening right now is the alcohol-free movement. People are consuming less booze, and hemp beverages are a perfect alternative. There is a lot of room for creativity, almost like the craft beer industry. In fact, we have seen a lot of craft brewers nationwide creating CBD drinks. CBD and other cannabinoids can go well beyond canned fizzy drinks. I think you will see more companies incorporating them into hot beverages like teas, coffees, and hot chocolates. Companies will also start experimenting with terpenes found in the plant, bringing those forward into the flavor profile.
AC 420: Where can product be purchased?
Lackner: jeng is found all over lower Manhattan, Brooklyn, and the Hamptons in New York. We are also moving into the Chicago market with retailers throughout the region. Go to www.sipjeng.com/pages/stockists to find a retailer near you. And if you cannot find a store close by, you can always order from us online at www.sipjeng.com.
AC 420: What advice would you give someone going into a CBD leadership position for the first time?
Lackner: Don’t be afraid to ask for advice. The CBD community is pretty supportive, even among competitors. We have received a lot of help from other CBD beverage companies over the past few years, and we try to be as helpful as we can to others in the space. The second piece of advice is to stay nimble. CBD is still in a regulatory gray area that hopefully will be resolved through legislation in the next year or two. That should eliminate the state-by-state patchwork of regulation currently in place. But for now, it is best to be able to pivot in an ever-changing market and regulatory landscape.
AC 420: What keeps you up at night? Or do you use CBD to sleep?
Lackner: I play hockey on Sunday nights, and I must admit that an alcohol-free, CBD-infused, ready-to-drink cocktail is one of the best ways to unwind after a game. If there was one thing that keeps me up, it is the logistics and supply chain challenges that are a result of COVID. Everyone up and down the supply chain is having problems these days. My hope is that these problems will sort themselves out in coming months, but for now, they are quite a headache.
AC 420: How do you feel about California’s passing of AB45 and how it affects the hemp community?
Lackner: AB45 is a big win for the hemp and CBD industry. It provides much needed clarity for retailers and producers in the country’s largest marketplace. It is also a win for consumers, as it will allow for more clarity and transparency in labeling. And since California is known for setting trends, we hope other states will follow suit with similar legislation.
Sheldon Baker is CEO of the Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for many well-known supplement and food industry companies. For interview consideration or brand marketing consulting, contact him at Contact@The420AreaCode.com.
