The South as a whole as you know it is changing. Demographically, politically, ideologically. 

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Lone Star has always had its finger on the pulse of the true Texas. Back in the 1970s, Lone Star's sales exploded as they became adopted by the "Cosmic Cowboys" of country music, Willie Nelson, and the Austin music scene.

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As Texas evolves, Lone Star symbolizes all that we know and love of the Lone Star State. However, lately Lone Star's messaging has felt inauthentic, an ode to the stereotypical outsider's view of "Texas" that just doesn't exist.

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We're here to bring Lone Star back to their promise of evolving WITH Texas, not against.