CICERONE ’ S LIFE
In December , Austin Taylor was promoted to Cicerone , a certified guide of beer , at Hilton Norfolk The Main ’ s rooftop beer garden , Grain , in Norfolk , Virginia . Taylor , who is 28 and already has more than 12 years of F & B experience , decided it was worth it for his hospitality career to put in extra hours to get certified .
HOTELS : How did you find yourself specializing in beer ?
Austin Taylor : Over my food and beverage career , I found that I tend towards more upscale refinement . And then there was a huge opportunity for me when I came to Grain . I started at Grain as a restaurant supervisor and then saw an opportunity for myself , having already had my level one beer server certification after studying the Cicerone material . It was right up my alley ... It ’ s not a job I applied for ; it ’ s sort of a job I fell into . But it was a perfect match because I love keeping up with the world of craft beer and developing business relationships with distributors and local breweries .
H : Are we seeing the rise of the Cicerone as a job title within hotels ?
AT : As craft beer is starting to sort of explode over the past 20 years ... 10 years definitely , five years for sure . People have needed more of that guide or that handholding through the beer world because maybe they haven ’ t been exposed to it as much as some of those other people who are really interested in it . So , it ’ s something we immerse ourselves in .
AUSTIN TAYLOR
CICERONE , HILTON NORFOLK THE MAIN ,
NORFOLK , VIRGINIA
H : Where do you find inspiration within your industry ?
AT : I find inspiration in the craft breweries and the stuff that they ’ re producing now . The creativity has just exploded over the past five years . The stuff that they ’ re coming out with now is just mind-boggling . Beers that are like smoothies , or like desserts , or a beer that tastes exactly like a caramel macchiato . It ’ s really , really incredible to see how breweries are pushing the limits , pushing that envelope on the cutting edge and coming out with some really cool and funky stuff . I mean , we ’ ve had good beer for a long time . We ’ ve had American lagers for a long time . But the things that are happening now are just really mind-blowing and it keeps me motivated , it keeps me interested .
H : Is there an opportunity here for hotels ?
AT : Absolutely . And it ’ s almost an avenue to explore in capturing their audience , retaining them in house , making more use of in-house outlets , food and beverage outlets , the bar , the sort of social hour that I know some places do involving breweries , especially hyperlocal breweries . Partnering with them as far as their food and beverage program and having a mixologist or a Cicerone on property that can engage the guests and engage the menu , keeping up with the times rather than just having a stagnant beer or cocktail menu .
64 hotelsmag . com March 2019