Cicerones provide expert advice on the selection, food pairing and serving of beer.
There's even a professional certification program for these beer experts.
According to the research firm Euromonitor's Key Beer Trends for 2013, cicerones are becoming increasingly influential.
"... the brave new world of craft and specialty beer surely needs its own ambassadors, experts, rituals and paraphernalia. Cicerones - sommeliers’ equivalents for the increasingly sophisticated beer world - will become flag bearers for the logical conclusion of the craft beer revolution, educating discerning drinkers as ales, bitters, Weiss beers, porters and stouts keep on stealing the limelight from lager."
This is yet another example of the growth of personal services and coaches, the rapidly growing job segment of people who help time constrained consumers navigate increasingly complex lives.
And let's face it, things have gotten complex when we need help with the "rituals and paraphernalia" associated with beer. I didn't even know beer had paraphernalia.