Here’s What It Takes to Get Hired as a Whole Foods Beer Expert

If you choose to celebrate National Beer Day today, you could learn a thing or two from Whole Foods Market’s “cicerones,” certified experts in all things beer.

Like wine sommeliers, cicerones exercise their expertise at various levels. Whole Foods’ expansion into the beer market has led the company to hire certified cicerones across the country.

More than 230 Whole Foods stores, out of 420 in the country, serve beer and wine for on-premise consumption. That includes the “enjoy while you shop” model and stores with dedicated bars or restaurant venues. Stepping into a Whole Foods store that sells beer will likely mean you’ll encounter one of their beer experts.

Taylor Cathala, a “Level 1 Cicerone” who works at Whole Foods, passed an online test that has a $395 exam fee that made him a “certified beer server.” Reaching Level 2 makes you a “Certified Cicerone” and at Level 3 you become a “Master Cicerone.”

“The jump from Level 1 to Level 2 is pretty intense, and requires a heavy amount of commitment,” Cathala said. That includes reading books, doing intensive tastings on off-flavors and styles. To reach the second level, you must take a proctored exam in which candidates are tested on the ability to call out beer styles and pinpoint flavors that are “off.”

“I would ballpark a couple of years of study,” Cathala said, regarding the second level. “If you really want to hit the books hard and have a career that revolves around the beer world, you’re looking at a few months of study to be confident in your craft. Hard to say, as people learn different ways.”

But he said the jump from Level 2 to Level 3 “is just incredible,” and it’s likely a lifelong goal for some people. There are only 11 in the world.

Whole Foods’ beer selection has grown steadily, the company said. The average number of different beers sold in stores is currently between 350 to 400.

Doug Bell, global beverage buyer for Whole Foods, said the company is constantly looking for new ways to serve customers, including investing in training and education for beer and wine specialists.

Bell said most Whole Foods Market regions cover the costs of programs if any of the specialists want to pursue cicerone and sommelier certifications.

Cathala samples about 30 different beers in a typical month working at Whole Foods.

But he added, “That number can jump if I meet up with friends and we end up sharing some of our cellar items. In a week or so I am meeting with some friends and we will probably taste in total about 15 beers, bringing my monthly total closer to tasting 45 different options.”