We talk to Lodestar Whiskey founders Anna Axster and Wendelin von Schroder about building a whiskey brand that represents millennial women.
Lodestar Whiskey isn’t your typical new spirit. They’re not backed by a celebrity, though the founders have backgrounds in entertainment, and they aren’t geared toward men with seven-figure bank accounts or Gen Z imbibers looking for something handheld or low-ABV. Instead, the California-based whiskey makers decided to make something they themselves would enjoy.
“As millennial women we did not feel represented in the whiskey space and the idea started brewing to do something about that,” founders Anna Axster and Wendelin von Schroder tell me. “We obviously love whiskey and we knew many people in our community that enjoyed whiskey but did not have a brand they could really identify with. So we set out to create a liquid that is high-quality yet approachable and a brand that invites everybody to the party.”
Lodestar debuted back in January, becoming the first-ever whiskey to be backed by Diageo’s Distill Ventures award-winning Pre-Accelerator program, and it has quickly been embraced by its surrounding community, something Anna and Wendelin impressed from the start.
We sat down with the founders to discuss the brand, how they broke into the male-dominated whiskey industry, and what’s the best way to enjoy Lodestar Whiskey.
Spirited: How did you both come to acquire a taste for whiskey?
Anna Axster and Wendelin von Schroder: We worked together in the entertainment industry for over a decade and during that time, on countless travels across the country, we developed a love for whiskey.
Sp: Where did the idea of making Lodestar whiskey come from?
AA & WS: We realized that as millennial women we did not feel represented in the whiskey space and the idea started brewing to do something about that. When the pandemic hit and everything in entertainment stopped, we decided to follow our passion and create a flavor profile and a brand that represented more inclusivity.
Sp: You both come from the entertainment world. What are some similarities between the whiskey industry and the entertainment industry? What about differences?
AA & WS: Both are still male-dominated industries with barriers for women to enter. While we loved our time in entertainment, we found that the spirits space feels more open and we have met many people and other founders who were so welcoming and generous with their time and advice. That’s been really nice.
Sp: Whiskey still seems like a bit of a boys club, so can you tell us a bit about where your inspiration came from and what it’s like to be a women-founded spirits brand in a male-dominated landscape?
AA & WS: Our inspiration came from the realization that whiskey is still predominantly marketed to men. We obviously love whiskey and we knew many people in our community that enjoyed whiskey but did not have a brand they could really identify with. So we set out to create a liquid that is high-quality yet approachable and a brand that invites everybody to the party.
Sp: How did you come to be part of Diageo’s Distill Ventures Pre-Accelerator program? And can you tell us a bit about the program itself and what you gained from that experience?
AA & WS: Another founder that we met brought Distill Ventures to our attention and we simply applied to their program and got a call back. We ended up pitching for the pre-accelerator and getting accepted. It’s been great working with DV and they have been very supportive, not only through the financing we received but also through their great team of experts in all aspects of the industry.
Sp: Can you tell us a bit more about this idea of “building community” that’s “one of our guiding principles,” and how you worked that into an experience that is physical?
AA & WS: Growing up in a big family, creating community is something that was part of our DNA from birth. It was what we loved the most in our work in music and film and it is what the whole world missed so much during the pandemic. In creating Lodestar Whiskey as a product and brand that is inviting, inclusive, and open, we knew from the start that community was a big guiding light for us. We connect with our local community here in LA by participating and creating lots of events and we aim for Lodestar to be a part of people’s gatherings, be they big or small. We believe that Lodestar as well as life’s special moments are best shared.
Sp: Let’s dig into the actual whiskey. Lodestar is a blend of Straight High Rye Bourbon and American Single Malt. Where does it come from, what’s the mash bill, and how do you put it all together so it embodies this “laid-back California lifestyle?”
AA & WS: When we first thought about creating a whiskey, we knew right away what flavors we were going for. We wrote a very detailed flavor brief and then went on a long journey of learning and discovery and we concluded that we would achieve the flavor profile we were going for by blending. We ended up with High Rye Bourbon and American Single Malt, which provides the backbone and spice we like, while the malt gives a long finish and the combination makes for a smooth and approachable drinking experience while retaining complexity. We source and therefore keep our options open to select the best product to fit our profile. Our current bottling is sourced from MGP in Indiana.
We also wanted our whiskey to be versatile because that’s how we consume whiskey. It works neat and it does not water down too quickly if you pour it on the rocks. And it also works great in a tasty cocktail where the rye gives it the backbone to come through.
Sp: What’s your favorite way to enjoy Lodestar?
AA & WS: We love drinking Lodestar in many different ways but if we had to choose… Anna would choose Lodestar on the rocks and Wendelin would put Lodestar in an unexpected and refreshing cocktail like our signature Lodestar Iced Tea, which incorporates a smoky black tea.
For more information, head over to the brand’s official website.