In the words of Mitchel Thomas, when writting the "t" in esto/esta, draw a vertical line, "l" then Instead of crossing it with "-" use a "v" instead and you have an arrow pointing down for "here". When that arrow is not there then you have "ese,esa,eso" which are "there".
Seems it's 'zumo' in Spain and 'jugo' in Latin America.
Here is how I understand it - someone here will correct me if I get it wrong. The plural of the singular masculine article "este" is "estos." "Esto" is a neutral article, used when gender is unknown or indeterminate or there is no specific noun other than the "this" or "it" we often use in English. "Esto es cuidado = This is dangerous," but "Este lugar es cuidado = This place is dangerous" and "Estos toros son cuidados = Those bulls are dangerous."
Here, it's certainly "jugo" as "juice" and not "substance".
"Substance"is only for the sake of the translation of some expressions:
"Este libro tiene mucho jugo - this is a very meaty book, this book has a lot of substance
sacar jugo a algo/alguien - to get the most out of something/somebody (aprovechar)