Her Story
About Angela
Angela Tapia is a seasoned sales professional in the liquor and spirits industry, currently serving as a Sales Representative for Santa Fe Spirits, one of the distilleries within the Stockwell Reserve portfolio, based in Albuquerque, New Mexico. Since joining the company in October 2025, she has focused on expanding the brand’s presence across the market by developing new account placements, strengthening relationships with existing customers, and driving sustainable sales growth. Her role requires a strong understanding of both the beverage industry and the unique needs of on-premise, off-premise, and independent accounts. Through strategic relationship building, product education, promotional planning, tastings, and account support, she has established herself as a trusted resource for customers and industry partners. Tapia’s career reflects a steady progression built on adaptability, determination, and a commitment to continuous professional growth. Before joining Stockwell Reserve, she spent approximately six years with Southern Glazer’s Wine & Spirits, where she advanced from a temporary merchandising position to a full sales route. During her tenure, she gained extensive experience working with both on- and off-premise accounts, developing sales strategies, addressing customer challenges, coordinating supplier programs, and creating promotional materials designed to increase product visibility and sales. Her efforts contributed to significant portfolio growth, including consistent 200 percent increases that helped elevate Santa Fe Spirits from one of the lowest-performing suppliers in growth to among the company’s top six. Tapia holds a WSET Level 2 certification in Wine and Spirits, with a Merit in Spirits, and also draws on her earlier experience as a server and bartender, giving her a comprehensive understanding of hospitality, customer service, beverage knowledge, and the fast-paced demands of the industry. Throughout her career, Tapia has been strongly influenced by the mentors who supported her professional development and encouraged her to recognize her own potential. She credits Troy, her first boss, for providing early guidance and continuing to serve as a trusted source of professional advice; Jill, who inspired her as a mother successfully balancing career and family responsibilities; and Deb Lucero, a longtime sales director whose success as a woman in a traditionally male-dominated industry demonstrated what was possible. Today, Tapia carries that same spirit of mentorship into her own work by supporting colleagues and sharing her expertise in pricing, product knowledge, and cocktail preparation. Beyond her professional responsibilities, she is deeply committed to animal welfare and has spent the past two years fostering puppies, helping rescue and save more than 80 animals. Her combination of industry expertise, sales achievement, mentorship, resilience, and compassion continues to define her success both professionally and personally.
Her Interview
Ten minutes with Angela
01What do you attribute your success to?
I attribute my success to the guidance and encouragement of three key mentors who have supported my professional development throughout my career. Troy, my first boss, provided invaluable guidance early on and continues to be someone I turn to for advice. Jill, a supplier from the Deutsch, inspired me by demonstrating how to successfully balance the demands of a career and family as a mother. Deb Lucero, a director of sales who has been with the company for 15 years, has also been an important role model, particularly as a woman who has built a successful career in a traditionally male-dominated sales environment. In addition, my experience in the restaurant industry helped me develop the adaptability, communication, and problem-solving skills needed to thrive in fast-paced environments. Together, these mentors and experiences have shaped my confidence, resilience, and ability to pursue continued growth.
Most importantly I wake up everyday and do my job to the best of my ability so I am able to provide for my son and anything he may need
02What’s the best career advice you’ve ever received?
Simply be myself. I am aggressive to some but I like to call is simply being assertive and following through. Me being me has definitely gotten me a lot farther in life. I think it just shows how genuine I am as a person.
03What advice would you give to young women entering your industry?
My advice to young women entering this industry is to be prepared to work in a male-dominated environment and to believe in your ability to succeed. You have to approach challenges with the mindset that you are just as capable of doing the job as anyone else, if not better. At the same time, it is important to stay true to your morals and values because your reputation will take you farther than anything else. Building genuine relationships and earning the trust of your accounts and clients are also essential to long-term success, as strong relationships and credibility will ultimately open more doors than anything else in this industry.
04What are the biggest challenges or opportunities in your field right now?
We are in a world where people are not drinking as much for a multitude of reasons. Just learning how to evolve with this industry that is always changing.
05What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are service, knowledge sharing, compassion, and a commitment to helping others. I find great fulfillment in supporting and training colleagues in the beverage industry, whether by helping Southern sales representatives with pricing and product knowledge or sharing insights that help others succeed. This aspect of my work is especially meaningful to me because I enjoy empowering others more than traditional customer service, drawing on my previous experience as a server and bartender. Compassion and service also extend into my personal life through my involvement in fostering puppies; I have helped rescue more than 80 puppies over the past two years and plan to return to fostering in the fall. I also value being home with my son everyday to make dinner and take him to baseball practices and games
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