On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
This week, we shine a light on Angel Teta, the Global Brand Ambassador for Angel’s Envy. Teta recently visited Australia participating in a Women in Spirits panel and spoke to The Shout about her unique experiences in the global Bourbon market.
Teta’s career in hospitality began when she was just nine years old.
“I started working in my mum’s pizza place. I’d roll the dough and go on the deliveries, because a tiny child bringing you a pizza makes people tip a lot more. Then, I started working behind bars at 17 (yes, which is illegal) in Daytona Beach, Florida.”
With a plan to study creative writing Teta moved to California, where she continued to work behind a bar making good money, but she hit a crossroad.
“I was thinking, why am I pushing this career [writing] that really doesn’t make sense for me? I don’t want to be a teacher, and I can just use all the experiences that I’ve had behind the bar to write short stories as my retirement plan,” she joked.
Deciding to commit to hospitality, Teta headed to Portland, Oregan in search of a new experience.
“I found a community that was creative, innovative, and there were no women behind the bars. I love challenges, so I started to challenge that market. I showed up to everything, sat in front of every bartender that I thought was worth their salt, and learned a lot.”
Teta started running bar programs and was noticed by Angel’s Envy, which was on the hunt for a new Brand Ambassador.
“Rather than hiring marketing or salespeople, they wanted part-time bartenders. I thought ‘great, I’m going to have a side hustle.’ I was a little scared about it all and then a woman said to me ‘your name’s Angel, so just don’t f this up’. She’s still a very good friend to this day.”
Landing the role in 2012, Teta worked hard to get Kentucky whiskey on shelves and in bars in Oregon.
Working far from the source, Teta tapped into her local market and found success which led to her to becoming National Brand Ambassador and later relocated to the home of Angel’s Envy, Louisville, Kentucky.
“Our distillery was expanding and there was an opportunity to build a room for bartenders and develop a program. With that I became global, and now I travel the world for Bourbon which is crazy,” she said.
“I’m thankful that whenever I show up to markets that are so far away from Kentucky, people are really into it. I never feel awkward or like I’m pushing or selling. People really embrace our brand.”
Lessons learned along the way
When reflecting on the unique experiences of her role Teta noted that it has taught her more than expected about herself.
“I’ve always lived fast paced but I learnt to slow down. I would have taught my younger self to start slowing down earlier. Told her to take a little bit more time to soak in what’s around,” she told The Shout.
“When I work with people now, I get a read on the room before I start. I learned to give them the space and understanding that they’re not in my head, and I have to meet them in the middle.”
Learning to adapt to the needs of her clients around the world, Teta said she focuses on giving people personalisation and a sense of ownership, while finding her own inspiration along the way.
“I never want to make anyone feel like they don’t know enough. In every single bar and market, I go into, I have certain things I attach to. I am continually finding inspiration from everyone. I learned you don’t have to be great at everything, but if you can find someone who is and work together it just makes your career way better.”
Inclusivity in Bourbon
Letting her personality shine in all she does, Teta works to remove barriers to enjoying Bourbon through education.
“There is no one person or one group or anyone who shouldn’t drink Bourbon because of a group they belong to. If you know about Bourbon, you’re gonna drink it,” she said.
“We’re hoping to educate everyone, so they make the choice from a place of knowledge and curiosity to drink Bourbon. If education is a pillar, then it just naturally cascades.”
Transparency and adaptability are two things she recommends all educators adopt.
“It’s about being open and available to give resources, then summarising them so people remember the most important parts. Rather than me droning on about what Angel’s Envy is – although interesting – it’s my job to customise, to know the retailer, the bartender, the trade person, to tell them what Angel’s Envy means to them.”
She added: “In terms of activations, I am always looking outside of the traditional whiskey shows, or places we’re expected to show up. I like showing up where you’d least expect, like a fashion show or concerts.”
Looking ahead, Teta said she is excited to see what comes next for Bourbon as to the category continues to build its ultra or super premium presence. “It’s the fastest growing category. We’re outpacing Tequila right now in the super premium space, so I think that’s where we’re shifting our focus. We may not have a lot of money right now – worldwide it’s tough – but the money we do have, we want to spend on quality or quantity.”