# Ep. 7: "You had me at wine" - Gregorio Santiago, on shifting your mindset from product to brand

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2020-07-30
- Length: 39m
- Episode: 7
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product
- Listen: https://share.transistor.fm/s/11a6d4a3

## Summary

Gregorio Santiago, former head of Acceleration and Discovery at Distill Ventures and serial entrepreneur, shares lessons from his experience in the beverage industry, including launching his own gin and non-alcoholic brands. He emphasizes that founders must prioritize gross margin and 'financial storytelling' in their pitch decks to convince investors of a viable path to profitability. Santiago argues that successful brands shift focus from product-centric features to narrative-driven brand experiences that connect with consumers on an emotional level.

## Chapters

- [0:02](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product#t=2) Introduction and Gregorio Santiago's Background
- [15:29](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product#t=929) Lesson 1: The Critical Importance of Gross Margin
- [19:55](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product#t=1195) Lesson 2: Shifting Mindset from Product to Brand
- [25:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product#t=1507) Lesson 3: The Power of Narrative and Financial Storytelling
- [31:15](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-07-30-ep-7-you-had-me-at-wine-gregorio-santiago-on-shifting-your-mindset-from-product#t=1875) Building a Profitable Business Model and Pitch Deck

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Distill Ventures (company)
- E and J Gallo (company)
- Treasure Island Distillery (company)
- Seedlip (product)
- Drink Gaia (product)
- House (product)

## Related episodes from other shows

- [Advice Line with Steve Ells of Chipotle](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-09-advice-line-with-steve-ells-of-chipotle) (How I Built This)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [Advice Line with Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-08-advice-line-with-jim-koch-of-boston-beer-company) (How I Built This)
- [Dogfish Head Craft Brewery: Sam and Mariah Calagione (2022)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-03-dogfish-head-craft-brewery-sam-and-mariah-calagione-2022) (How I Built This)
- [Advice Line with Luis von Ahn of Duolingo](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-05-01-advice-line-with-luis-von-ahn-of-duolingo) (How I Built This)

## Citing this page

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