ABOUT AMAROGUY INDUSTRIES
Named for the bitter.
Joel Caruso, Founder
I’m Joel Caruso, a certified sommelier with a WSET Level 3 (Advanced) qualification in wine and spirits. AmaroGuy takes its name from amaro, an Italian bitter liqueur shaped by the balance of bitter and sweet.
A name with provenance.
Experience at your service.
Different room.
Same standard.
Before stepping behind a bar, I worked as a floor sommelier. It trained my palate and taught me to understand the person across the table. From there, I led a beverage program recognized by Wine Spectator and was named OC Weekly’s Bartender of the Year in 2015. The AmaroGuy brand was born in that environment.
Some guests want to explore. Others know exactly what they want and simply want help finding a bottle that enhances their experience. A good sommelier recognizes the difference. I bring that same judgment to AI and creative work: listen closely, offer direction where it helps, and deliver.
Running a beverage program also meant running a business: coordinating people, resolving competing needs, and balancing service, productivity, and profitability. That experience informs my AI consulting and creative production today. I look at how the work fits together, where time and effort are being lost, and what would help the people doing it. That can mean helping a team learn, simplifying a workflow, or turning an idea into a usable tool.
THE APPROACH
The work sets
the approach.
Listen first.
Start with what you want to achieve, who the work is for, and the constraints that matter.
Make it tangible.
Turn an idea into something you can try, review, and improve. Keep the people who use it involved.
Put it to the test.
Try it where it will be used, check the results, and refine what needs attention.
START A CONVERSATION
What are you
working on?
A team ready to do more with AI. A story that needs telling. A bottleneck holding you back.