In the intricate realm of beer, two prestigious certifications stand tall—the Beer Judge Certification Program (BJCP) and the Cicerone Certification Program. With distinct focuses—one rooted in brewing knowledge and the other in customer service—their tiered rankings serve as benchmarks for expertise in the field. Among the elite ranks, Max Finnance from Ledyard, Connecticut, has achieved extraordinary recognition. Promoted in January 2025 by the BJCP from Master to Grand Master, Finnance earned a title that differentiates him from the 92 individuals globally who have reached this pinnacle since 1985. Yet Finnance didn’t stop there; he also achieved the prestigious title of Master Cicerone in June 2022, joining an exclusive group of only 28 people in the world with this credential.
The Master Cicerone exam, often dubbed “the hardest beer test in the world,” speaks volumes about the rigorous benchmarks that aspiring experts must meet. Finnance not only stands out as the sole person in the United States to hold both the BJCP Grand Master and Master Cicerone titles, but he has also cultivated a diverse portfolio of certifications, including those from the American Cider Association and the Society of Wine Educators. This rich tapestry of credentials underscores his profound expertise, but Finnance himself emphasizes that they are merely starting points on a much deeper journey.
The Curiosity That Sparked a Passion
Reflecting on his pathway into the world of craft beer, Finnance attributes his beginnings to a time when he was bartending his way through college. A casual encounter with fellow enthusiasts ignited a fire of curiosity that transformed his life trajectory. “I fell down the rabbit hole,” he recalls with a sense of nostalgia. This curiosity, paired with a willingness to learn, has propelled him into a career filled with discovery and education.
As Finnance now judges around 15 beer competitions annually, ranging from the renowned Great American Beer Festival to international contests in far-off lands like Mexico and Spain, his perspective continues to evolve. Each competition not only serves as a platform for evaluating beer but also as an opportunity to engage in thought-provoking dialogues that deepen his understanding of flavor profiles and brewing processes.
A Journey Beyond the Glass
What is remarkable about Finnance’s journey is not just his accolades but also the transformative effect that beer judging has had on his perception of the beverage. He speaks candidly about how these experiences have made him more observant. “I pay more attention to details,” he shares, acknowledging a newfound respect for the subtle flavors and nuances that various beers offer. This heightened sensitivity often transcends the act of tasting alone, influencing his approach to a myriad of experiences in both food and drink.
In Finnance’s eyes, beer is more than just a drink; it serves as a vessel for sharing knowledge. As an independent beverage consultant, he leads educational seminars and guides food and beer pairings, aiming to create those “lightbulb moments” for participants when they experience a beer that resonates with them on a deeper level. His mission echoes a profound principle: great beer can be accessible, often costing a mere fraction of what one might pay for fine wines or spirits.
Encouragement for the Reluctant Beer Enthusiast
What stands out most in Finnance’s perspective is his contagious enthusiasm for the beverage, extending even to those hesitant to embrace it. “If you don’t think you like beer, keep an open mind,” he advises, drawing parallels between beer tasting and exploring unfamiliar music or hiking new trails. Discovering the right beer can lead to enlightening experiences that bridge the gap between novice drinkers and seasoned aficionados alike.
The essence of Finnance’s approach lies in his unwavering belief that “there’s a beer for every person.” This sentiment captures the personality of craft beer as an evolving landscape, one that welcomes everyone to explore its rich flavors and potential connections. Each sip presents an opportunity for exploration and conversation, fostering community among those who share a passion for the drink.
Through his extensive achievements, steadfast curiosity, and commitment to education, Max Finnance embodies not just mastery but the spirit of exploration that comes with the world of beer, proving that every glass holds the promise of discovery.
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