The views expressed by Entrepreneur contributors are their very own.
Anna Axster and Wendelin von Schroder embarked on an unexpected entrepreneurial journey that mixes their passion for whiskey with their mission of inclusivity. Founders Whiskey Lodestar We caught up with The Founders Series to speak about why they made the transition from the music industry to creating whiskey and how they’re breaking barriers in the spirits world.
The Pivot Pandemic That Turned Passion into Business
“When the world shut down, we realized it was the perfect time to pursue something we truly love,” they shared. Their decision to maneuver from entertainment to whiskey was fueled by a long-held passion and a desire to attach with a community of like-minded enthusiasts.
Whiskey Lodestar it’s greater than just a product; it’s about cultivating a sense of community. Through tastings and events, Wendelin and Anna create a friendly atmosphere that makes whisky accessible and enjoyable for everyone.
Breaking the stereotypes: Whiskey for everyone
Recognizing the stereotypes associated with women ordering whiskey, they got down to fill a gap in the market with a brand that will resonate with each novice and seasoned drinkers. Their mix of high-rye bourbon and American single malt is designed to be enjoyed without pretentiousness.
Small brands like Lodestar have unique benefits, especially when it involves innovation. “Innovation is harder for large companies,” they indicate, emphasizing their agility in responding to market demands. However, the three-tier distribution system poses serious challenges for the latest entity.
A warm welcome to Los Angeles
The Los Angeles market has embraced Lodestar Whiskey with open arms. The positive response from consumers and bar managers underscores the brand’s success in connecting with its audience through a story of inclusivity and connection. “People seem to connect with the product and connect with the story,” they say. Lodestar is the first whiskey to be supported by Diageo Distill Ventures’ award-winning Pre-Accelerator program.
Looking to the Future Lodestar Whiskey
Wendelin and Anna plan a cautious expansion, focusing on establishing a presence in California before venturing further. Their journey shows that with passion, resilience, and a community-focused approach, it is possible to alter the perception of the whiskey industry.