Raising the bar: Meet the women changing the face of whiskey

By Kristen Oliveri

Cousins Anna Axster and Wendelin von Schroder are the co-founders of Lodestar Whiskey, a brand born from a shared love of whiskey and a desire to create something that felt authentic to them, as women, creatives, and connoisseurs. Their journey began during their time in the music industry, where frequent travel sparked their appreciation for the complex spirit. Yet, they felt a disconnect with the male-dominated branding of existing labels. 

In this conversation with Wealth Reimagined, Axster and von Schroder share the origin story behind Lodestar, their vision for inclusivity in spirits, and how they’re crafting a new narrative.

You both come from the music industry. What was the turning point that made you take the leap into whiskey and entrepreneurship, especially during the uncertainty of the pandemic?

We’d spent over a decade producing live experiences, building communities, and telling stories in music and film. When the pandemic put everything on pause, like a lot of people, we had space to slow down and think about what we wanted to build next. We both loved whiskey, but rarely saw ourselves reflected in the brands or the culture around it. So we started asking: What if whiskey felt less exclusive and more welcoming?

The idea for Lodestar had been floating around for a while, and with everything on hold, we had the time (and frankly, the guts) to go for it. We didn’t come from the spirits world, but we knew how to build from the ground up, stay scrappy, and create something with a strong point of view. It was a leap, but one that felt worth taking.

Lodestar Whiskey was born out of wanting to change the narrative around whiskey and who it’s for. Why do you think women have been overlooked in this space, and how are you reshaping that story?
The short answer? Whiskey marketing hasn’t caught up with reality. Women have been drinking whiskey forever, but for decades, the industry has been dominated by male-led brands that target a narrow demographic. We saw a huge gap between who was actually enjoying whiskey and who was being spoken to. Lodestar is about closing that gap. From our flavor profile to our visual identity to the way we show up in bars and on shelves, we’re creating a whiskey brand that’s as inclusive and inviting as the people who drink it.

Growing a spirits brand from scratch takes grit, creativity, and hustle. How did you navigate pitching Distill Ventures and securing funding to fuel Lodestar’s early growth?

We knew early on that we had to make a strong case for why Lodestar mattered, what made it different, and why it deserved a place in the market. That meant being crystal clear about our vision: a contemporary whiskey brand that prioritizes inclusivity without compromising on quality.

When we pitched Distill Ventures, we led with the cultural whitespace we saw and backed it up with a thoughtful plan to move with purpose, stay lean, and build something people genuinely connect with. We came in with our blend developed, our branding in place, and a clear sense of where we were headed. Distill saw our potential not just as founders, but as storytellers and brand builders. Their belief in us helped unlock the capital and support we needed to get Lodestar off the ground.

How do you stay focused on innovation and growth while running a young business in such a competitive market?

We stay close to our community and open to what’s next. Lodestar was built on listening, whether it’s friends, bartenders, buyers, or folks just looking for something different. We’re always asking: What could make this better? That mindset keeps us creative and adaptable. We’re also not afraid to take risks. Whether it’s a new release, an unexpected collaboration, or finding smarter ways to show up on shelves, we treat innovation as a way to grow without losing sight of who we are or why we started.

Let’s talk flavor. What went into developing Lodestar’s unique profile, and how does it reflect your vision for approachable, inclusive whiskey? 

We wanted something layered enough for whiskey nerds but smooth enough to win over newbies, something with character, but still easy to enjoy. We landed on a blend of High Rye Bourbon and American Single Malt- bold and balanced, with a little edge but no harsh burn. It’s the kind of whiskey you can sip straight or mix into a cocktail without overthinking it. No fuss, no posturing, just something that feels good to drink and easy to share.

You’re entering your second year in business and expanding beyond Los Angeles. What’s next for Lodestar, and what are your biggest hopes for the future of the brand?

We’re heading into our second year with a focus on growing our presence across California and starting to plan building in new markets like New York. We’re also gearing up to expand our offering. It’s early days but we‘re excited about it.

Long term, we want Lodestar to be the brand people reach for when they want great whiskey without the pretense. Our hope is that more people feel seen, welcomed, and excited to be part of whiskey culture because Lodestar helped make space for them.