Meet Anna Axster and Wendelin von Schroder. These two women are making waves with their newly launched women-owned and operated spirits brand, Lodestar Whiskey. Founded in 2023, these German-born cousins and music industry veterans discovered their passion for whiskey while working in artist management and touring. Feeling that many whiskey brands did not resonate with female consumers, they decided to break the mold. The pandemic offered a serendipitous moment for them to pivot from the music industry to the world of spirits, driven by a mission to redefine whiskey’s image and make it more inclusive.
We had the opportunity to chat with both Anna and Wendelin about their journey. They recount how they cold-pitched Diageo’s Distill Ventures Pre-Accelerator program and secured funding, becoming the first-ever whiskey to be funded under the program! The duo also explains their unique decision to blend a High-Rye Bourbon with an American Single Malt Whiskey, resulting in a distinct flavor profile that sets Lodestar apart.
Check out the full interview with Anna Axster & Wendelin von Schroder of Lodestar Whiskey below.
What inspired you to transition from the music industry to founding a whiskey brand?
Our work in music and entertainment led us to discover incredible whiskies across the country. As our passion for whiskey grew, we couldn’t help but notice the lack of female voices in this world. We wanted to shake things up and be part of a new wave in the spirits industry.
Plus, we’ve always cherished bringing people together through shared experiences – it was the highlight of our careers in music! When we started Lodestar Whiskey, our goal was clear: to create a community-driven brand that celebrates inclusivity and joy!
How did your experiences in artist management and touring influence your approach to creating Lodestar Whiskey?
It helped us hone our business instincts and gave us the confidence to jump into the spirits field, which was previously unfamiliar to us. We also learned that there is usually a solution to any given problem and that keeping your cool in high-stress situations will help you find those solutions more quickly.
The branding for Lodestar Whiskey is absolutely stunning. Can you walk us through picking the name for the brand and then what all went into creating the look and feel of the branding?
Thank you! A Lodestar is a guiding star – something or someone you navigate by. When brainstorming our brand, we focused on what matters most to us: community, inclusivity, and joy. These are our guiding lights, so Lodestar felt like the perfect name.
When designing our bottle, we aimed for a look that’s modern yet timeless, steering clear of anything that felt gendered.
How did you prepare for and successfully pitch to Diageo’s Distill Ventures Pre-Accelerator program?
Lodestar was conceived as an inclusive brand that captures the laid-back nature of our CA home. We’re throwing open the doors to everyone by creating a brand that makes whiskey feel more inviting to everyone. When we pitched DV, we made sure to tell our story and mission with authenticity – and a good dose of fun! We’re thrilled it paid off!
What was the process like becoming the first-ever whiskey brand funded under this program?
We appreciate the support we received from DV in their pre-accelerator program. Having entered the spirits industry as newcomers it has been helpful to turn to the team for industry-specific insights and guidance.
What led to your decision to blend High-Rye Bourbon with American Single Malt Whiskey for Lodestar’s unique flavor profile?
Early in our process, we dreamt up a comprehensive flavor brief for our ideal whiskey profile. It quickly became clear that achieving this flavor required blending. Our goal was to create a high-quality whiskey that would appeal to both whiskey newbies and connoisseurs, while also being versatile enough for various serves.
To achieve this, we selected a bourbon with a high rye content, which imparts citrus notes and a spicy backbone that shines in cocktails. We complemented this with ASM for its rich cereal notes, adding complexity and a longer, malted finish that is delightful when sipped neat. Bottling at 90 proof ensures that the blend retains its character, whether in a cocktail or over ice, without diluting too quickly.
How do you aim to change the perception that whiskey is a “man’s drink”? Just a personal note here – whiskey is my drink of choice as well – and old fashioneds are my cocktail of choice.
We love to hear it! We’re here to change the way you think about whiskey. It’s not just a man’s drink, and it doesn’t need to grow hair on your chest to be good. Enjoy it neat, on the rocks, or in a delicious cocktail—whatever suits your style.
Many people we meet, men included, tell us they find whiskey intimidating. Lodestar is the opposite of that—it’s approachable, uncomplicated, and priced at just $45 SRP, so it won’t break the bank. We want Lodestar to be a staple on your home bar, the go-to spirit when you’re hanging out with friends.
What were some of the biggest challenges you faced while bringing Lodestar Whiskey to market?
The three-tier system and all of the red tape that comes with that, the licensing, etc. has been a challenge for sure. People warned us and they weren’t lying!
What advice would you give to other women looking to enter the traditionally male-dominated whiskey industry?
Stick to your guns and take up space- you’ve earned your way into whatever rooms you find yourself in.
Can you share some of the most valuable lessons you’ve learned since launching Lodestar Whiskey?
- Authenticity resonates.
- Everything you do is a learning opportunity.
- It takes a village!
How do you see Lodestar Whiskey evolving in the coming years?
We chose to launch Lodestar just in the LA market because we want to take our time and build a strong foundation for the brand. Our aim is to develop genuine connections with our customers and all our partners, whether on-premise or off-premise.
Down the line, we hope to expand into other markets, and we’re excited about working on more expressions too!
What strategies are you employing to make your brand stand out in a crowded whiskey market?
We’re all about building community through events and showing up with whiskey in unexpected places. We’re proving that whiskey can be part of a light and refreshing cocktail, and we’re inviting everyone—even those who haven’t traditionally chosen whiskey—to join the fun.
How has the reception been to Lodestar Whiskey in Los Angeles, and what are your plans for expansion?
The reception has been great so far, people are excited for a local women-owned whiskey. We’re still focused on the LA market for 2024, but we plan to expand into other markets soon!
As women-owned business leaders, what message do you hope to convey to other aspiring female entrepreneurs?
We need more women leaders everywhere, so take your shot. Doubt happens but go for it anyway.
Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?
Bring joy to the journey; invite your friends!
Learn more about Lodestar Whiskey here.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
