Why Tito's, Southwest and Jack Daniel's Keep Going Back to Willie Nelson's 'Anti-Festival'

At Luck Reunion, brands tap into a more sustainable, more progressive version of the Texas spirit

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

From the main stage at Willie Nelson‘s annual music festival, North Carolinian folk singer and songwriter Lou Hazel asked the small audience gathered for his early set: “How’s everybody doing?”

A lanky, grey-haired man in the front row shouted back, gleefully: “We’re in Luck!”

Enveloped in near-constant clouds of barbecue smoke and weed, the rest of the onlookers chuckled—it was true. Nelson’s ranch, dubbed “Luck, Texas,” isn’t technically its own town. The property—home to buildings from the original set of 1986 Western Red Headed Stranger—sits about one hour west of Austin within the city limits of Spicewood.

Luck Reunion started in 2012, initially requiring all brand signage to be hand-painted.



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