Meet Sofia Partida – OC Executive of the Month

In a way, Sofia Partida was destined to make exceptional tequila.  After all, the involvement her family has had in the process of making the Mexican agave-based liquor runs about five generations deep.  Yet as the Southern California Regional Manager of Partida Tequila, the libations that proudly carry her moniker not only speak of her lineage, but it also symbolizes the passion for hospitality that flows strongly within her veins.  In Partida’s eyes, every customer that purchases her product is just as important as the friends and family that she has entertained since moving to Orange County fifteen years ago.  This viewpoint not only drives Partida to consistently produce tremendous premium tequila, it also has allowed her to forge a keenly strong connection with her customers and Orange County as a whole.

OC Executive recently caught up with Sofia to talk about how her family’s legacy and her own sociable zeal have led to the successes of Partida Tequila, as well as the ways her passion-driven business model manifests in her personal life.

OCE: What did you want to be as a kid? 

SP: Being the youngest of 11 children, I was always on stage.  So I wanted to be a performing artist.   

OCE: What was your first job? 

SP: My first jobs were on my parents’ ranch picking fruit, helping in the garden or dealing with the animals.  My first real job outside of the home was as a bus girl at a restaurant called El Zarape in Yuba City, CA. 

OCE: How many industries have you been a part of?

SP: I started out in the fitness industry.  I opened our first health club with my sisters in San Anselmo up in Marin County, CA.  It was the first all women’s club in Marin County at the time.  I then got involved in TV and media; I co-hosted a television news show on Kauai, Hawaii called Kauai Tonight on Channel 6.  We mostly did colorful feature stories, although we did cover the occasional shark bite.  I then got into the tequila business, which has been my favorite industry of all.  I am blessed to be in this industry as well as part of such a rich tequila heritage.

OCE: When did you figure out what you wanted to do? 

SP: 10 years ago when I went to Mexico to connect with my roots after my father passed away.   My Uncle told me that I had tequila running through my veins and that I would be honoring my father’s spirit by getting involved in the Tequila business. 

OCE: When did you feel that you “made it” as an executive? 

SP: It all came down to one moment for me.  The Tequila industry is very male dominated.  I felt like I made it as an executive when I was in Mexico, and some family members and business associates were sitting around the table with me at a social event.  When business came up, all of the other women quickly left the table, which is the customary practice.  However, I proudly stayed put!

OCE: What do you enjoy most about what you do now? 

SP: I enjoy spreading Mexico’s proud spirit of tequila and giving the world an intimate experience of a quality brand like Partida. 

OCE: What would you want to do if you weren’t doing what you do now? 

SP: I would like to design, build and open my own restaurant/hotel.  I would also like to write a book about the art of entertaining with tequila.

OCE: Is there a person or people that inspire you to remain at the top of your game? 

SP: I am inspired by the families that work, breathe and live the tequila lifestyle in Mexico; families of the land like my own that go back 100 years farming the agave that produces this wonderful spirit.  

OCE: What are your favorite hobbies? 

SP: I am obsessed with the art of celebrating – cooking, mixology, design – everything to do with entertaining.  I also love traveling, hiking, reading and painting. 

OCE: Where is the one city/country you love to travel to?

SP:  Rome, Italy is one of my favorite cities.  I actually had food depression for three weeks when I got back!

OCE: If there would be anything you would love to own, what would it be and why? 

SP: I would love to own my own jet, complete with a pilot and an unlimited gas budget.  This way I could travel at a moment’s notice to wherever my little heart desires. 

OCE: What is the one thing you do own that reminds you of your success?

SP: Everyday when I visit my customer’s restaurants and stores and see Partida on the menu or shelf I am reminded of our success and how fortunate we are to have such fantastic tequila. 

OCE: What is your one guilty pleasure? 

SP: Elegante, our extra anejo tequila paired with a fine chocolate!