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The world of wine is more exciting than ever before. But there are so many countries and regions producing wines from so many different grape varieties in so many different types and styles that it's harder than ever before to know which wines to choose.


My name is Simon Hardy and I founded Fitting Wines to make the world of wine easier to understand and to help wine drinkers find the right wines that fit their tastes, budget and lifestyle.


I create informative and memorable wine experiences for adventurous wine lovers and work with progressive resellers in the retail and hospitality sectors. I also communicate about wine via video, tv, radio and print media.


A leading UK expert on the wines of Switzerland, I manage a programme of marketing and promotional initiatives for Swiss wines in the UK. My expertise also extends to the Alpine wine regions of neighbouring Italy and France and I have co-founded a new transnational guide: Alpina Vina. The aim is to make these stunningly beautiful regions and their remarkable wines more accessible both to wine explorers and trade professionals.

In 2010 I was awarded the Diploma in Wines & Spirits by the WSET (Wine & Spirit Education Trust) and for the past five years have been judging at the International Wine Challenge competition.

My Work

 I offer a range of marketing and communication solutions that target wine lovers who are keen to explore more in the world of wine and also specialist retailers and restaurant buyers and sommeliers who want to take their customers on a journey of discovery.

My overall aim is to make wine easier to understand and enjoy, encourage the discovery of quality wines of the world from pioneering producers and enhance the experience of choosing, buying and drinking wine.


Informative and memorable wine tasting experiences for adventurous wine lovers


Walk-around tastings and guided tasting seminars for buyers, sommeliers and writers


Interviews and discussions on 67 Pall Mall TV exploring the world of wine


Short films, documentaries and presentations focused on the beautiful Alpine wine regions


Various written pieces including recommendations of places, producers and wines 


 Wine shows broadcast on different English radio stations in Switzerland

My clients & partners

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Jancis Robinson MW -

"Hardy could not care more about promoting Swiss wine. Many congrats again on a really interesting and well-run tasting. Thank you."

Lucy Meza Ortega - Head Sommelier, 67 Pall Mall Verbier

“The event went well and we received good comments from members expressing their enthusiasm as well as being delighted to learn more about Swiss wines.”

Anjali Douglas - Tasting & Events Manager, WSET School London

“It was a brilliant tasting and I’d be very keen to look into repeating this format ... As this was sold out with a waiting list I can look into putting it on again sooner.."

Sherry Rose Stolar - Events Manager, Hedonism Wines

“Thanks again for hosting such a great tasting for our clients. I have gotten a lot of positive feedback already!”

Madeleine Mercier - President,

La Mémoire des Vins Suisses

“In the name of our association, thank you for the very nice video. It’s a pleasure to have such a tool to promote La Mémoire."

Fred Hoffmann - Domaine de la Pierre Latine, Yvorne

"Brilliant night and great to discover more Swiss wines. Thank you for hosting an excellent evening."

In the media

with Jancis Robinson MW and Jean-François Genoud at Swiss Wine Walkaround Tasting 2022 in London
with Hugh Johnson at the launch of World Atlas of Wine 8th edition
with Jonathan Pedley MW, Winnie Bowman and George Biswas at International Wine Challenge judging
with José Vouillamoz in Lavaux, Switzerland
La Mémoire tasting with Lucy Meza Ortega and Gilles Besse at 67 Pall Mall London
with Kenn Ching, Annette Scarfe MW and Paul Braydon at International Wine Challenge judging
with Grant Ashton, Ambassador Markus Leitner and Joelle Nebbe-Mornod at the Swiss Embassy in London
with Cihan Reskin, Natasha Hughes MW, Rie Matsui, Will Willis at International Wine Challenge judgin
co-hosting the Valais tasting with Anouck Dann (Les Celliers de Vétroz) at 67 Pall Mall, London
with Steven Spurrier at Vintage 2005 tasting at 67 Pall Mall London
with Mike Best MW, Maria Scala, Angela Mount at International Wine Challenge judging

Simon's Story


I have a great passion in life: wine and everything to do with wine. When I left university I always dreamed of working in wine, but it took 25 years of marketing well-known food and drink brands at Nestlé before I managed to realise that dream. The fact that I now dedicate every single day to the world of wine in running my own business - Fitting Wines - means that life is about as good as it can possibly get. Discovering new producers, exploring new regions, tasting new wines are all part of my daily quest to satisfy and delight my clients.


I set up Fitting Wines to help adventurous yet overwhelmed wine lovers unlock the door to a world of wine discovery. I wanted to put the pleasure back into their wine experience and help them make more sense of the world of wine so they could discover new and exciting wines of the world that matched their preferences in wine, as well as their individual lifestyle.


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