Difford's Guide

Simon Difford, Editor and Founder, Difford's Guide

The foreman of the panel is Simon Difford, Editor-in-Chief of Difford's Guide. He will be working with the judges and helping to ensure consistency and objectivity in their selection process.

Just like our judges, Simon is a serial entrepreneur. He has been involved in nearly every aspect of the drinks industry, from running his own off-license and wholesale company to importing spirits and brand creation.

Best known as a drinks writer and publisher, Simon publishes cocktail and spirit books and is the editor-in-chief of this very website. He has also contributed to the launch of numerous drinks brands, most notably St-Germain elderflower liqueur, and is behind the creation of London Cocktail Week.

Paloma Difford, Managing Director, Difford's Guide

Paloma joined Difford's Guide six years ago and works alongside Simon Difford to run most aspects of the business. Previously a Marketing & Communications Director she enjoys working closely with drinks brands, small and large all over the world, to help them tell the stories which make the drinks industry so vibrant and exciting. Sharing her name with the tequila-based cocktail, it was perhaps an inevitable career move.

Paloma has judged numerous cocktail competitions and visited distilleries around the world to further her drinks knowledge. She was one of the first people worldwide to achieve the WSET Level 3 Award in Spirts. She has also led the roll-out of Difford's Guide local editions, including Difford's Guide Greece, Brazil and Australia, working with trusted local partners to deliver tailored content in local languages.