Whiskey has historically been perceived as a man’s drink, but cousins Anna Axster and Wendelin von Schroder are part of the growing number of female brand owners aiming to change that. The veterans of the music and film industries were about six months ahead of Beyonce with their launch of Lodestar Whiskey, which has been slowly and steadily building a fan base in Southern California over the last year. We chatted with the cousins about how being outsiders has made them approach spirits differently, what Diageo’s recently shut accelerator did for their business, and why they are aiming to be approachable in a category of aficionados.
Where did you see an opportunity in whiskey and has the reality matched your expectations?
We fell for whiskey while working in the music industry – it was the drink of choice in that world. The more we learned about its history and craftsmanship, the more obsessed we became. But we noticed something: whiskey was still being marketed mostly to men. It wasn’t that women didn’t love it, but brands weren’t really speaking to them.
We saw an opportunity to change that – to create a whiskey that resonates with women without alienating men. Lodestar is contemporary, inclusive and actually inviting. Every day, we see how that message is landing. People love trying Lodestar not just because it’s a great-tasting whiskey, but because it feels like it’s for them. The industry is evolving, but there’s still plenty of room to shake things up, and we’re here to make sure whiskey truly feels like it’s for everyone.
Is there anything about coming from a different industry that has given you a leg up in terms of how you have approached the whiskey business?
Coming in from outside the industry let us approach whiskey differently. We unknowingly bucked tradition by blending a straight high rye bourbon with an American single malt, and the result is something delicious, unique and super approachable. We’re all about making great whiskey without overcomplicating it.
What have been some of the most effective sales or marketing strategies for you in this crowded category?
Definitely starting small and staying intentional. We launched in 2024 just in the L.A. area to learn, build real connections, and lay a strong foundation. Keeping it focused lets us be super hands-on, especially with events – we love getting out there, pouring whiskey and making in-person connections.
You were part of Diageo’s accelerator Distill Ventures (DV), how did it aid your business journey?
DV has been a great partner, providing industry knowledge and supporting us as a women-owned brand. They understood our vision, believed in what we were building, and helped us navigate a space that was still new to us at the time. We have since cycled out of the program, but remain grateful to the team at DV for all of their support.
If you could wave a magic wand what would you change about the industry?
We’d make the industry easier to navigate for new brands. The three-tier system and varying state regulations add a lot of complexity, and with distribution dominated by a few major players, breaking in can be tough. While we’ve found great partners, a more level playing field would help emerging brands reach consumers looking for something new and authentic.
What’s the biggest opportunity for you right now?
Connecting with people who want brands that feel real and have a story that resonates. Consumers are being more intentional with their choices, looking for products that feel personal and meaningful. Lodestar is all about genuine connection, and that’s engaging to a wide audience. Being women-owned is an important part of who we are, especially for those who care about representation, but at the end of the day, our appeal comes down to authenticity, inclusivity and making damn good whiskey at an accessible price.