Stop Competing on Price. Do This Instead | Rodrigo Santos Lima

Honest Wealth Builders · Jul 1, 2026 · 1h 8m

Abi Asija sits down with Rodrigo Santos Lima, operator of a 100-hectare family wine estate in Portugal that is transitioning from bulk grape selling into a premium wine brand. The conversation explores how the business is shifting from low-margin agricultural production into high-end winemaking, while simultaneously building a brand identity, distribution strategy, and direct-to-consumer channel.Key Insight: The biggest constraint in scaling a traditional agricultural business is not production capacity, but positioning. The difference between selling grapes at commodity prices and building a…