What happens when two cousins with a deep love for music, a sharp eye for branding, and a rebellious spirit decide to take on one of the most male-dominated industries in the world? You get Lodestar Whiskey — a bold, boundary-breaking brand co-founded by Anna Axster and Wendelin von Schroder, recently named two of Forbes' “10 Women Changing the Whiskey Industry.”
In this episode of The She Leads Podcast, host Adrienne Garland sits down with Anna and Wendelin to talk about how they transitioned from the film and music industry into spirits, why whiskey became their unexpected calling, and how they’re flipping the script on who whiskey is really for. From late-night artist management and cross-country tours to building flavor profiles and breaking into distribution, their journey is as rich and layered as the whiskey they’ve created.
You’ll hear how these powerhouse founders took a hobby born of travel and taste, turned it into a thriving business during the pandemic, and navigated every twist of regulation and red tape with tenacity and vision. They also dive deep into the intentional branding and community-building behind Lodestar, from creating a product that’s inclusive, contemporary, and “unstuffy,” crafted for both seasoned whiskey lovers and the whiskey-curious.
Whether you’re a spirits enthusiast, a budding entrepreneur, or just love a good founder story, this episode is packed with insight, grit, and inspiration. Pour yourself a glass and settle in because this is a masterclass in turning passion into purpose.
Chapters
🥂 01:06 Meet Anna & Wendelin! Cousins, co-founders, and women changing the whiskey industry.
🥃 04:19 When ordering whiskey exposed a cultural gap
🚨 05:36 Turning a music career that was halted by the pandemic into a new business
💡 06:30 How working together and an entrepreneurial spirit made co-founding easier
🔥 11:22 Crafting a whiskey flavor profile that’s delicious, inclusive, and unexpected
📦 16:19 From accelerator funding to getting the product on shelves
📣 19:05 The importance of clear branding and storytelling
📈 21:42 Distribution and the strategic expansion in the hospitality industry
🍸 23:43 Welcoming whiskey-curious women without excluding anyone
🌈 26:52 Intentionally avoiding gendered branding
☀️ 29:58 Reimagining how whiskey is served with contemporary cocktails and refreshing summer spritzes
🎢 34:35 The rollercoaster of starting a business with consumer feedback, licensing and fundraising
🚀 38:54 Find Lodestar Whiskey: Available in LA, and shipping to most US states via lodestarwhiskey.com
Links
Website: https://www.lodestarwhiskey.com/
Instagram: https://www.instagram.com/lodestarwhiskey/
Connect with Anna & Wendelin, and order their whiskey!
Website: www.sheleadsmedia.com
The upcoming She Leads LIVE 2025 conference in NYC will take place on November 6th & 7th. Learn more at sheleadsmedia.com
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