Lodestar Whiskey, is an award-winning women-owned + operated spirits brand founded in 2023 by music industry veterans and cousins, Anna Axster and Wendelin von Schroder. They developed a love for whiskey during their tenure in artist management and touring, but found that they didn’t feel that many brands spoke to them as female consumers. Further, they found that simply ordering an old-fashioned at the bar as a woman often elicits a reaction, both negative and positive. With this in mind, the two sought to change how whiskey is perceived (often as a man’s drink), and when the pandemic halted the music industry, it felt like the right time for them to pivot to the world of spirits.
Although women represent about 37% of whiskey drinkers, around 8% of distilleries are actually owned & operated by women, according to Women In Distilling. Their tenacity and their courage to build a brand like Lodestar Whiskey from the ground up in a male-dominated field is nothing short of inspiring – Anna is doing all of this as a single mom of three kids! Read on to learn on to learn how Anna & Wendelin are disrupting the whiskey world and pushing for more equity and visibility for women in the industry.
Anna Axster, co-founder of Lodestar Whiskey
“It’s important to get outside of my comfort zone on a daily basis, make time for moments of creativity and inspiration…” – Anna Axster
Thanks so much for joining us today. We’re excited for our readers to learn more about Lodestar Whiskey and your inspiring journey!
My name is Anna Axster, and together with my cousin, Wendelin von Schroder, I co-founded Lodestar Whiskey. Wendelin and I worked together in entertainment for over a decade, and during that time developed a love for whiskey but also noticed that we did not feel represented in the whiskey space. We decided to pivot and learn about whiskey making, and then we jumped in with both feet and created Lodestar Whiskey to bring an approachable yet complex liquid to the market that stands for inclusivity and invites everyone to the celebration.
We’d love to learn more about how you got to where you are today.
We both have a background in film and somehow ended up working in music. We have always been pretty independent in how we operated our careers in the past, and while entering the spirits industry was definitely a new space for us, we’ve always had the attitude to roll up our sleeves and figure things out and not shy away from difficulty if we believe in what we are doing.
What made you decide to go into business for yourself?
Realizing that whiskey still has a somewhat outdated image and many people don’t feel spoken to by that category – including ourselves. We set out to change that and create a modern brand that is inclusive and inviting.
How did you market your business when it was brand new?
It feels like we are still brand new – we only launched last year. We do lots of events and activations in spaces traditionally not associated with whiskey. Of course, we also do social media marketing and email marketing, as well as lots of press about Lodestar and our story.
What is a typical day like for you?
Meeting with bar and restaurant managers, meeting with event partners, keeping track of orders, responding to emails, prepping for activations and events, and taking a little time to make space for creativity.
What are the three most important habits to be a successful entrepreneur?
Different things work for different people, but for me it’s important to get outside of my comfort zone on a daily basis, make time for moments of creativity and inspiration, and have a disciplined meeting and to-do schedule.
If you had one piece of advice for someone just starting out, what would it be?
Be clear in what you believe in and then follow that road. Lowering the volume on the doubters and turning up the volume on your trust in yourself allows you to lay down a foundation one brick at a time.
Community is what we strive for, and such an important part of us wanting to build Lodestar. We try to support our community by finding ways to help important causes and partner with different organizations. For example, organizations that focus on girls’ education in Los Angeles, helping unhoused women get off the streets, and supporting events that raise money and supplies for fire relief after the horrible fires our city experienced earlier this year.
Every entrepreneur has a goal and a problem they’re trying to solve. What was the inspiration that started your journey?
To make whiskey more inclusive and invite more people into a category that is still predominantly perceived as a man’s drink.
How do you prioritize self-care and well-being while managing the demands of your business?
This is an ongoing challenge and learning opportunity. Just going for a walk and finding space to think is helpful, and also creating and cultivating joy is an important part of self-care for me.
What would you consider your biggest accomplishment and why?
Walking through life with authenticity because that’s the only way to be truly present.
We all face challenges. Looking back, what have been some of the biggest challenges and obstacles you’ve had to navigate?
Just navigating through life’s windy roads can be challenging and rewarding. In entrepreneurship, staying focused on your belief in what you are building and doubling down on your belief in yourself is immensely important because it’s hard, and there are a million reasons why it might not work, so you have to really focus on yourself.
What challenges have you faced in the workplace, especially in your experience in male-dominated environments?
Everything from disrespectful or misogynist verbal communication to underestimating my abilities or my determination. So much of work environments are still male-dominated, and women still get paid less and have less access to funds. The systems we all operate in are built by men and for men. Much still has to change, but I find meaning in trying to build a business that is led by women, and it’s important to try and model that for the next generation.
What initiatives or actions do you believe are crucial for fostering a more supportive and inclusive business environment for women?
More needs to be done to eliminate gender bias in investing. Only 2% of venture capital money goes to female-founded start-ups. Yet almost 40% of US businesses are women-owned. That simply makes no sense and goes back to having women in decision-making positions across the board.
What advice would you give to a new business owner? Or to your younger self?
Once you are clear in your vision and what you believe in, focus on trusting yourself.
How do you set your business apart from others in your industry?
Through representation and marketing, we speak to a consumer who has traditionally been ignored by whiskey brands, and we meet consumers in their communities, making real connections and building a strong foundation for our brand that way.
What social media platform is the best for business growth and why?
This depends on your business and/or your product. For us, Instagram is currently the best platform because our target consumers are on it.
What are three websites or podcasts you can’t imagine your day without? Why those three?
I like to keep up with the news to know what is going on in my local community, in our larger global community, and to keep up with developments in business. To make sure I get different viewpoints, I read the NY Times (US), The Guardian (UK), and Der Spiegel (Germany). As far as podcasts go, I enjoy listening to Hysteria, The Daily, and All There Is with Anderson Cooper.
Which female leader do you admire, and why?
I admire the women who are leaders in their lives and communities every single day without recognition or accolades. The mothers who work and raise the next generation, the teachers and nurses, and community builders in any profession who make a difference in people’s lives every single day.
Do you have a favorite quote or motto that inspires you?
“I’ve been absolutely terrified every moment of my life, and I’ve never let it keep me from a single thing I wanted to do.” Georgia O’Keeffe
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Melissa Stewart is the founder of SheOwnsIt.com. She is a Purveyor of Possibility, Entrepreneur Advocate and Coffee Addict. She believes that behind every successful woman is her story. What’s your story?
