Up a hill and around a corner, people are rocking out at Willie’s own Heartbreaker Banquet, an annual fundraiser/music festival held concurrently with SXSW.

Now 81, Willie is biding his time before joining the festivities, and we’re talking about why he puts on the event every year. In the process, he lets slip that he has something else in the works: a new brand of weed, called, naturally, Willie’s Reserve.