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Anna Axster and Wendelin von Schroder have embarked on an unexpected entrepreneurial journey that combines their passion for whiskey with a mission for inclusion. The founders of Lodestar Whiskey sat down with The Founders Series for a chat to tell us why they moved from the music industry to whiskey making and how they're breaking down barriers in the spirits world.
Pandemic pilot who turned passion into business
“When the world closed, we realized it was the perfect time to pursue something we really loved,” they shared. Their decision to switch from entertainment to whiskey was fueled by a long-standing passion and desire to connect with a community of like-minded enthusiasts.
Lodestar Whiskey it is more than just a product; it's about fostering a sense of community. Through tastings and events, Wendelin and Anna cultivate a welcoming atmosphere, making whiskey accessible and enjoyable for all.
Breaking the stereotypes: Whiskey for everyone
Recognizing the stereotypes associated with women ordering whiskey, they aimed to fill a gap in the market with a brand that resonated with both newcomers and seasoned drinkers alike. Their blend of premium rye bourbon and American single malt is designed to be enjoyed without pretension.
Small brands like Lodestar have unique advantages, especially in terms of innovation. “Innovation is more difficult for large companies”, they emphasize, emphasizing their flexibility to respond to market demands. However, the three-tier distribution system presents significant challenges to new entrants.
A warm welcome to Los Angeles
The Los Angeles market has embraced Lodestar Whiskey with open arms. The positive responses from consumers and bar managers highlight the brand's success in connecting with its audience through a story of inclusion and connection. “People seem to connect with the product and connect with the story,” they share. Lodestar is the first whiskey backed by Diageo's Distill Ventures award-winning Pre-Accelerator programme.
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Looking to the future of Lodestar whisky
Wendelin and Anna plan to expand carefully, focusing first on strengthening their presence in California before going beyond. Their journey shows that with passion, resilience and a community-focused approach, changing perceptions in the whiskey industry is possible.