The best CPG brands don't just sell products; they change how consumers think about a category.
Stephen Vlahos, founder and CEO of Gratzi, is doing exactly that by challenging decades-old perceptions of boxed wine and making premium wine more accessible, convenient and affordable.
In this episode, Stephen shares how distinctive packaging, product quality and a compelling value proposition helped Gratzi win over consumers. He also talks about how lifestyle-driven storytelling can build loyalty beyond the product itself, and how e-commerce and retail can fuel each other's growth.
Stephen also shares lessons in building an authentic brand, creating new consumption occasions and knowing when to extend into adjacent categories like olive oil.
Show notes:
0:20: Stephen Vlahos, Founder & CEO, Gratsi – Stephen discusses how, after years running a software logistics business, a trip to Sicily, southern Greece and Crete inspired him to build a wine brand around Southern Europe's relaxed approach to food and living. He explains why Gratzi launched with bag-in-box wine during COVID, the format's advantages in shipping and freshness, and how the brand challenges boxed wine's negative perception through quality, distinctive packaging and consumer education. He also discusses its premium positioning, zero-sugar credentials and strategy of targeting consumers accustomed to spending 15–20 on a bottle. Stephen shares how retail expansion has complemented Gratzi's e-commerce business and introduced the brand to new shoppers. The conversation explores how Gratzi builds loyalty by positioning wine as an everyday staple and promoting its lifestyle through recipes, cooking shows, playlists, merchandise and travel experiences. Vlahos discusses the importance of authentic storytelling, a distinct brand personality and consistent quality in earning consumer trust. Finally, he explains Gratzi's expansion into zero-sugar sparkling wines and olive oil, a natural extension of its Southern European food culture. He shares the opportunity to educate consumers about olive oil freshness, early response to the launch and the importance of keeping brand extensions aligned with the company's core identity.
Brands in this episode: Gratsi
