In 1976, Mr. Norof began his wine & spirits career in a retail wine shop. As his knowledge and passion for the product grew he became a Sommelier in a Beverly Hills Restaurant. In 1983, he was hired by Southern Glazer’s Wine & Spirits of California and in 1996 he was named the Director of Education of California. His illustrious career has taken him to visit most of the major wine regions in Europe and The Americas.
He attained the Certified Wine Educator (CWE) in 1999. He holds a diploma from the Bordeaux Wine School, is a certified International Bordeaux Educator, as well as a certified Cognac Educator by le Bureau National Interprofessionnel du Cognac. In 2016 he attained Certified Spirits Educator (CSE). He is a frequent guest lecturer at Cal Poly Pomona’s Collins College of Hospitality each semester.
He served as the President of the Society of Wine Educators from 2010 – 2013 and has been on the Board of Directors of the Los Angeles Chapter of the AIWF and was a member of the Bon Appetit Tasting Panel. He is actively involved in many wine-related charity events throughout the country. In 2020, he retired from his role as Director of Education and Events, Southern Glazer’s Wine & Spirits.
Mr Noroff joins San Francisco Wine School as a special guest speaker for The Evolution & Diversity of Wines from Israel