Welcome to 3rd Generation Hospitality

Creative, Data Driven, Connection Based Solutions
For Your Bar Operations
Raised in bars and restaurants, and with nearly 30 years experience creating beverage programs and concepts, Bill Norris & 3rd Generation bring a deep reservoir of experience and a passion for creating industry leading bar programs from fine dining to fast casual to craft cocktails and all the stops in between.

What We Do

supplier partnerships & menu support

concept development & menu creation

consumer & market research

”Bill is a magician - not only does he comes up with amazing cocktails, but he somehow also has them both fit the concept and be profitable, while not forgetting they have actually to work in the real world. In other words he’s a pro.”

Joshua Morton, Owner and Founder, Barrow's Intense Ginger Liqueur

”Bill is one of the most knowledgeable and talented beverage strategists in the US. He transformed the beverage program at Alamo while keeping true to our core values and mission.. Bill doesn't just stay on top of the latest industry trends; he is a force in creating trends.”

Tim League, Founder, Alamo Drafthouse Cinemas

”Bill is nothing short of a consummate professional, with the utmost attention to detail, a fabulous work ethic and an unparalleled knowledge of the industry as it comes to bar and beverage programming. During the time we've work with Bill, he has been a great communicator and fosters long-term engaging relationships that work for all parties concerned.”

Mark Gmur, President & Founder, Mark Wine Group

”For every concept, our guests were excited by 3rd Generation's offerings and Bill provided our teams with techniques, systems and tools that allowed them to execute menus quickly and consistently in very different environments. His intuitive understanding of bar operations and ability to create delicious drinks in the realities of different bar settings improved the guest experience and helped our bottom line. "

Joanne Liu, Vice President Food & Beverage, Crescent Hotels & Resorts

What People Say About Us