In the intricate universe of award-winning beers and brewing expertise, few credentials hold as much prestige as the Beer Judge Certification Program (BJCP) and the Cicerone Certification Program. While both programs delineate their focus—BJCP on the art of brewing and Cicerone on the holistic customer experience—Max Finnance, a prominent figure in the craft beer landscape, has achieved legendary status by excelling in both domains. As of January 2025, Finnance climbed Mount Everest in the world of beer judging, being promoted from Master to Grand Master by the BJCP, an accolade bestowed on only 92 individuals since the institution’s inception in 1985.
This remarkable achievement is matched by his other monumental title—for Finnance also holds the prestigious rank of Master Cicerone, a daunting certification that only 28 people worldwide share. The Master Cicerone exam is often deemed “the hardest beer test in the world,” and Finnance’s ability to navigate these rigorous assessments showcases not only his profound knowledge of beer but also his commitment to the craft. His dual distinction as both BJCP Grand Master and Master Cicerone uniquely positions Finnance at the intersection of brewing mastery and consumer-facing service, a rare feat even among his peers.
A Multifaceted Expertise in Fermentation
Max Finnance’s expertise runs deeper than merely holding impressive titles. He has also earned accolades from varied realms of beverages: as a Certified Pommelier from the American Cider Association, a Certified Spirits Specialist from the Society of Wine Educators, and as a BJCP Certified Cider Judge and Mead Judge. Such diversifications highlight Finnance’s understanding of not only beer but also the broader spectrum of fermented drinks.
Finnance’s foray into this intricate world began humbly. “I bartended my way through college,” he recalls, reminiscing about how his initial curiosity about craft beer sparked a fascination that would eventually engulf him. What started as a simple job evolved into an obsessive journey as Finnance immersed himself in every aspect of beer, from its brewing nuances to the sensory experiences it provokes.
Today, Finnance plays an integral role in numerous beer competitions, judging roughly 15 events each year, including high-profile contests like the Great American Beer Festival and the World Beer Cup. His commitment extends beyond domestic bounds, as he actively participates in international competitions held in diverse locales such as Mexico, Argentina, and Spain, enhancing his global outlook on beer culture.
The Transformative Power of Beer Judging
Finnance shares an intriguing perspective on what being a beer judge has bestowed upon him. “Becoming a beer judge has given me a more in-depth understanding of what is occurring in the glass and the beer-making process,” he reflects. The act of judging is not just about making decibels on a scoring sheet; it’s about engaging in rich discussions that alter perceptions and deepen appreciation for this age-old craft.
His discerning insights have broadened his palate, sharpening his observation skills and respect for flavors—a transformation he deems invaluable. The journey through beer judging has instilled within him a new lens through which to appreciate subtleties previously overlooked. The ever-evolving nature of beer means that every judging session fosters learning, instilling an ethos of constant improvement.
Creating Functional Experiences
In addition to judging, Max Finnance dedicates his time as an independent beverage consultant, where he thrives on sharing his wealth of knowledge. He leads seminars, teaches about beer, and curates food and beer pairings. His enjoyment in guiding others through their beer education stands as a testament to his passion for the craft. “I love giving people their lightbulb moment where they have a truly great beer experience,” he enthuses, showcasing his innate desire to elevate others’ appreciation for this beloved beverage.
Finnance highlights an appealing aspect of exceptional beer: affordability. “The very best wines and spirits might cost hundreds or thousands of dollars, but the very best beers might just cost $15 per six-pack,” he argues. His perspective emphasizes that great beer is truly accessible, making it an effective tool for educating people about flavor complexities.
Encouragement to Explore the Craft
“Keep an open mind,” Finnance advises those who may not initially be beer enthusiasts. He compares the exploration of flavors to other experiences—be it discovering new music or hiking uncharted trails. This sentiment resonates as he believes there is indeed a beer for everyone, underlining his commitment to demystifying the beverage and encouraging adventurous exploration among consumers.
Finnance embodies the spirit of achievement through passion, expertise, and a willingness to share. His journey through the world of beer judging not only enhances his understanding but also enriches the experiences of those seeking a delightful and fulfilling relationship with beer.