There is joy in the process.
Small Victories is a boutique distribution portfolio. We act as an incubator and curator of small brands, helping them get to where they want to go with a particular focus on the NY/NJ market.
Philosophy
We started Small Victories 2024 with the goal of helping some of our wine and spirits clients and friends prove concept and garner the right attention in New York and New Jersey. We also represent creations from our own team members through the Project Optimist portfolio. Like so many other great distributors, we believe in rising tides floating all well-made boats, but we believe our dedication to transparency, incubation, and process makes us unique.
Our goal as a distributor is to do the right things well. We aim to excel at customer connection and service as well as bring value to our suppliers and customers. We operate in corners of the market that applaud extra story telling or are looking for thoughtful fits.
Many of our producers are in search of or aspire to work with larger and more powerful import and distribution partners. Finding those connections for them and providing the data and strategy to make their next steps successful is part of our work.
Meet the Team
Founder
Will kicked off his career as a sommelier and bar director for the NYC legend, Eli Zabar, mastering the ins and outs of New York City's wine scene. He then moved into the world of retail and auctions with Zachy’s, gaining deep expertise in fine and rare wines and spirits. He continued managing private wine collections while shifting his focus to work with expanding premium spirits brands.
After 8 years in blending/production and commercial management, Will launched 3 companies in the beverage space: WellSpun Consulting, Project Optimist Specialty Spirits, and Small Victories Imports.
Will Schragis
Celia Erickson
Portfolio Manager
Celia launched her career as a sommelier for renowned restaurateur Danny Meyer, sharpening her skills at iconic NYC spots like Maialino and Gramercy Tavern. She later became the wine director for James Beard semi-finalist Chef Dan Kluger. From there, Celia took on the position of wine director for Delicious Hospitality, where she curated the iconic wine programs for Charlie Bird, Pasquale Jones, Bar Pasquale, Legacy Records, and Silver Sands Motel & Beach Bungalows.
In her role with Small Victories, Celia works closely with wine and spirits producers and keeps a strong pulse on trends amongst NYC sommeliers.
Stefanie Bair
Director of Sales
Stefanie’s experience and talents span roles from trade-focused brand ambassador to national distribution manager, and she has the rare ability to move seamlessly between the two. She brings chain commercial experience from the craft spirits space, as well as on-premise management experience with William Grant and Branca USA.
Eli Dreyfus
Creative Director
Eli Dreyfus is a creative director, designer, illustrator, and cartoonist living in Brooklyn. As a creative asset, Eli prioritizes communication and deep concept development and analysis, knowing that everyone is always just a step away from their most creative and insightful ideas.
Eli works with Small Victories to design the portfolio’s graphic assets and advises on in labels, ads, graphics, and typography.
Santosh Varghese
Director of Client Services
Santosh brings nearly two decades of experience to Small Victories, with a background spanning investment banking, wine auctions, and direct-to-consumer sales.
Santosh began his wine career at Zachys Wine Auctions, where he spent three years as a Wine Specialist and Marketing & Public Relations Manager. He later moved into wine importing and direct-to-consumer sales at VINTUS, where he built and launched the company’s direct-to-consumer division. Today, he works closely with private collectors across the country, offering access to highly collectible and rare wines from around the world including those that lie within the Small Victories Portfolio.
Eric Schell
Brand Development Manager
Eric was born and raised on Long Island before moving to Manhattan in the mid-2010s to study acting at Pace University. He spent his first six years in New York working in the performing arts while also working in hospitality, where he developed an appreciation for the city’s restaurant scene. His passion for wine grew through work with some of New York’s most respected wine programs, eventually leading him to transition fully into the beverage industry at Pasquale Jones. Over the past five years, he has worked as a sommelier with award-winning wine lists across the city, developing a particular appreciation for the people, places, and stories behind the bottle.
At Small Victories Imports, Eric brings his hospitality background and love of storytelling to the importing side of the industry, connecting the people who make the wine with those who share its story.
Sam Willhalm
Brand Development Manager
Sam began his career behind the bar, working in both Portland, Oregon, and Brooklyn, New York, where he developed a deep understanding of hospitality and the relationships that make the industry work. He eventually took the well traveled path from bartending into brand work, joining Agua Magica Mezcal before becoming New York Sales Director for St. Agrestis. Across tens of thousands of account visits, Sam has developed an instinct for what works in a market, deep spirits knowledge, and strong relationships with many of New York City’s best accounts.
At Small Victories Imports, Sam brings that experience to growing distinctive brands and building lasting relationships with the people who make New York’s beverage community so special.
