Ira Norof has worked in retail, as a Sommelier, and since 1983, at Southern Glazer's Wine & Spirits of California in various positions. In 1996 he was named the Director of Education. His passion for the product has taken him to visit most of the major wine regions in Europe and North America. He attained the CWE (Certified Wine Educator) 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. He is a guest lecturer at Cal Poly Pomona’s School of Hospitality each semester.

He has 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.