About us

About Simon and Franchi

Our whisky experts Simon and Franchi are passionate Scotsmen and whisk(e)y connoisseurs who have spent the last 20 years researching thousands of Scottish, North American, South American, Irish, Indian, European, East Asian and Australasian whiskies to be able to bring you a wealth of knowledge and information. They enjoy their role as judges of the World Whiskies Awards and the Independent Bottlers’ Challenge.

Igniting a passion for whisky

Simply Whisky focus on the pure enjoyment of whisky, its history and lore, all the while extolling the virtues to mind, body and soul that we all know it endows. Simon and Franchi have ignited a passion for whisky in over 10,000 people, working with a diverse range of clients including BlackRock, Citi, buzz band MGMT (Management), the China Britain Business Council, American Express, designer brands Burberry and Cartier, and renowned organisations such as Facebook, Scottish Enterprise and the Royal Air Force.

They’ve also popped up at quite a few weddings around the world, from Cambridge University in the UK to Joshua Tree National park in California. They appeared at Ewan McGregor’s Not Another Burns Night in London spouting Burns poetry, have explained the art of judging whisky to legend Larry King (RIP) during a breakfast meeting in Beverly Hills (who subsequently referred to Simon as his ‘whisky doctor’), have run whisky masterclasses from the Arctic Circle to Tasmania, trained sales staff at Cypriot whisky distributor Vassos Eliades, and taken TWE Whisky Show guests on a special effects based journey into Space for a blind tasting.

Known for their infamous game shows ‘Play Your Drams Right’, ‘The Winner Tastes It All’, their inimitable Whisky Fight Night events, and travelling by helicopter when a speedboat isn’t available, they have delivered a private tasting and two St Andrew’s Day gala banquet haggis addresses for H.S.H. Prince Albert II and Princess Charlene of Monaco, and thoroughly enjoyed a special tasting with supreme interviewer Cal Fussman and celebrated author and entrepreneur Tim Ferriss. A fan of the ocean waves Simply Whisky were delighted to guest lecture for Viking Cruises.

The Team

Whisky ConnoisseurSimon W Roser

Simon is tall, dark and handsome and loves long walks along the beach, has a good sense of humour and found his passion for Scotch malt whisky under a barrel on Islay.

Whisky ConnoisseurFranchi T Ferla

Franchi is devilishly handsome, can juggle with two balls, and is looking for somebody to share his next whisky experience. He is not tall.

Events ManagerEloise M Roser

The remarkable sister of Simon, Eloise can balance 12 events on one finger while ceilidh dancing. She loves pony riding and smoky Ardbeg’s in equal measure.

Simply Whisky Ambassador – USA East CoastKurt Maitland

A distinguished drinks author, orator and all round lovely man, Kurt is your go-to for cocktails, american whiskey and a simple answer to any complex question. He also runs the Manhattan Whisky Club!

Simply Whisky Ambassador – Nordic RegionTomas Karlsson

What Tomas doesn’t know about lost distilleries doesn’t matter. A great friend of the team through the ages he maintains a steady steer on what is right and just in the world of whisky. With age comes experience and great taste.

Simply Whisky Ambassador – South AmericaMica F Palharini

A singer/songwriter when she isn’t dramming and spreading the Simply Whisky gospel, Mica wows the public with her beautiful renditions of auld scots songs. She has researched the whisky industry inside out and can tell her Islays from her Speysides with a single whiff. From 200 yards away. While blindfolded.

Simply Whisky Ambassador – Middle East and AfricaDr Rich

Dr Rich is a character with a beautiful mind and an answer for everything. Ask him any question you want! When not dramming, he can be found building or re-building something, not least your love of whisk(e)y!

Simply Whisky Ambassador – UKMurray Scott

Worldly, and in love with the world, Murray has a distinguished career as a whisky sipper and enjoys spreading joy. He is most at home when travelling and has been credited with the invention of several innovative dance moves.

Simply Whisky Ambassador – GermanyHelg Bredow

A relatively new convert to whisky Helg now embraces his single malts with verve and fervour. Often found deep in the Australian outback or kitesurfing a breaking wave, Helg is a master of simplifying complexity which is what the whisky world needs.

Services for on-trade

We happily provide the following services to the on-trade:

Whisky menu development and pricing

Event management 

Staff training and whisky education

Whisky food pairing/menu development

Writers, Burns’ aficionados, accomplished public speakers and masters of ceremony

Simply Whisky have written for and captured the attention of Whisky magazine, GQ magazine, STV (Scottish Television), Whisky Quarterly, Time Out, the Evening Standard and Russia’s New Style magazine, whilst also being hired to publicise the movie ‘The Angels Share‘. Their own TV show is only moments away!

Their Burns’ nights are great fun, especially their Burns-aoke games, haggis address and rendition of Tam O’Shanter.

Accomplished public speakers and masters of ceremony, Franchi loves the sound of his own voice almost as much as Simon loves running the show.  The team are also musical – Simon plays drums in The Whisky Band which pops up at events Worldwide.