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SWISS AND ALPINE WINE SPECIALIST

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CONSULTANCY | CONTENT | EVENTS

Fitting Wines is the trade's route into the wines of Switzerland and the Alpine wine category

Simon Hardy brings 25 years of multinational brand marketing experience to some of wine's under-represented regions and categories. He holds the WSET Diploma in Wines & Spirits, is a Judge at the International Wine Challenge and a co-founder of Alpina Vina: the first reference platform for Alpine wine regions, grapes and terroir across France, Switzerland and Italy. Simon works with wine bodies, importers, institutions and media to bring the wines of Switzerland and the Alps to a UK and international audience.

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Simon Hardy DipWSET, Founder of Fitting Wines, Swiss & Alpine Wine Specialist
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Wine strategy, content, event organisation and hosting - built for the trade

I help wine bodies, importers, sommeliers and media organisations develop strategy and bring Swiss and Alpine wine to new audiences through tastings, masterclasses, judging and content in video, audio and print.

Trade Tastings & Masterclasses

Structured tastings for sommeliers, buyers, journalists and wine professionals. Designed to build category understanding, not just pour wine.

Event Organisation

Full-scale programme delivery: producer logistics, venue partnerships, trade and media outreach and on-the-ground execution - such as Swiss Wine Week London.

Content & Communication

Video, audio and print storytelling for producers, regions and wine bodies, from short-form social content to long-form documentary and framework essays and everything in-between.

Judging & Advisory

Independent tasting and judging (IWC), regional ambassador work (Old Vine Conference), and advisory input for organisations developing wine strategies.

Consumer Tastings & Experiences

Public and private tastings for wine lovers curious about Switzerland and the Alps, both at home and abroad.

Projects

Alpina Vina logo

Alpina Vina

The only reference platform for Alpine wine regions, grapes and terroir across France, Switzerland and Italy. Co-founded with Jean-François Genoud, Alpina Vina is building the framework for Alpine wine as a single coherent category. A new kind of resource of unique value.
Learn more

Switzerland - The Smart Traveller's Wine Guide book (Académie du Vin Library, 2025)

Switzerland - The Smart Traveller's Wine Guide

Published by the Académie du Vin Library in 2025. Co-authored with Marc Checkley, this is the definitive travel companion to the wines of Switzerland: regions, grape varieties, wines and producers as well as recommended routes, visits, hotels, restaurants, bars, shops and more.
Buy the book

The Old Vine Conference logo

The Old Vine Conference - Switzerland

Championing Switzerland's old vine heritage. As Regional Ambassador for Switzerland, Simon connects Swiss growers with the international old vine conservation and advocacy movement and helps them record old Swiss vineyards in the Old Vine Registry.
Learn more

Swiss Wine Week London postcard

Swiss Wine Week London

The UK's dedicated showcase for Swiss wine. Organised for Swiss Wine Promotion since 2024, Swiss Wine Week London brings together producers, importers, sommeliers and media for a week of tastings, masterclasses and trade events across the capital.
Learn more

Swiss Wine Week London 2026

The 2026 edition of Swiss Wine Week London will be taking place from 6-12 November and will include a trade & media walk-around tasting, masterclasses with Dr José Vouillamoz (Swiss grape geneticist of international renown), events at the Institute of Masters of Wine and the WSET London School as well as participation at the Decanter Fine Wine Encounter.

Swiss Wine Week London producers and importers Nov. 2025 (photo: Tom Bradley)

Media

Articles & Reviews

Events & Tastings

Films & Podcasts

Working with the best clients and partners

Swiss Wine Promotion logo
WSET London School logo
Académie du Vin Library logo
Institute of Masters of Wine logo
Club Oenologique logo
67 Pall Mall logo

Jancis Robinson MW OBE

Editor-in-Chief, jancisrobinson.com

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

Jasmin Schmid

Project Manager, Swiss Wine Promotion, Bern

“We are definitely planning the Swiss Wine Week London 2025 and would love to work with you again.”

Belinda Eaton - Head of

Marketing and Engagement,

The Institute of Masters of Wine

“It was a wonderful evening ... I enjoyed having the chance to try these wines and found the entire session fascinating.”

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.”

Dr José Vouillamoz

Expert in grape genetics, 

wine writer & consultant

“The authors have done something quite rare: they’ve created a guide that’s both accurate and insightful, while remaining engaging, practical, authentic and full of character.”

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.”
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