Founded by Bill Norris, a third generation bar owner and operator, who has followed in the footsteps of his grandfather, who owned bars in Newark, NJ for more than 30 years, starting right after the repeal of prohibition (maybe a little before) and his Uncle, who operated a Jersey Shore based Tavern and Restaurant for over 25 years.

Bill has worked behind bars in New York, London and Austin and has been credited as the “father of the modern cocktail” in Austin by the Austin American Statesman.   For a decade, he was the Managing Partner at Midnight Cowboy, called one of “The 38 Essential Cocktail Bars” in America by Eater National.

In 2011, he joined the Alamo Drafthouse team as National Beverage Director, and as part of the Alamo team, he helped grow the brand from 12 locations with a beer and wine focus to 42 locations with over $90 million in beer, wine and liquor sales in fiscal 2019.  He has developed bar concepts and created menus in Austin, Dallas, Los Angeles, San Francisco, Brooklyn, Denver, the rural Texas town of Schulenburg and beyond, working with both industry leaders and luminaries from the entertainment world including the Wu Tang Clan’s RZA, director Wes Anderson and actor/director Kumail Nanjiani.  He relies on consumer and market data to foster creativity and create guest experiences that drive the conversation.

Creative and Operationaly Sound

”Bill and 3rd Generation bring an old school work ethic and new school creativity to bar operations. He's worked on a diverse array of concepts for us, impressed our ownership groups, been cognizant of the bottom line and empowered our teams.”

Michael Carr-Turnbough, Senior VP Culinary & Beverage, Crescent Hotels & Resorts

Who We Work With