Being Beta

Exercises in the higher banter with One of 26. Elsewhere called 'poet of adland'. By a whipple-squeezer. Find out why being beta is the new alpha: betarish at googlemail dot com

Thursday, July 31, 2008

Commercial: The new sommelier

According to Wordsmith, there's now a sommelier for beer. That person is called a 'cicerone'.

Wikipedia says
:

The word Cicerone (pronounced sis-uh-rohn) has been chosen to designate those with proven expertise in selecting, acquiring and serving today’s wide range of beers. The titles “Certified Cicerone” and “Master Cicerone” are protected certification trademarks. Only those who have passed the requisite test of knowledge and tasting skill can call themselves a Cicerone. To date (June 2008) there are only five certified Cicerones. The five are: Rob Gerrity, Sierra Nevada Brewing Company; Scott Kerkmans, Four Points by Sheraton; Ron Kloth, Papago Brewing Company; Neil Witte, Boulevard Brewing Co. and Andrew Waer.


If I was a cunning, London-based restauranter, I'd be looking to train and/or hire some similarly skilled people asap. It'll be a good differentiating point.

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