Jägermeister has partnered with Live Nation in the US to sponsor a series of Electronic Dance Music (EDM) festivals in the country, in a bid to build brand loyalty among target consumers.

The herbal liqueur brand will sponsor six festivals throughout the summer, including Electric Daisy Carnival in Las Vegas and New York, as well as Hard Summer in Los Angeles. The brand's EDM festival platform will focus on Jägermeister's heritage, ingredients and production process, the company said.

Russell Wallach, president of media & sponsorship at Live Nation, described EDM as the "music of the Millennial generation".

Jägermeister and Live Nation will also launch a 12-segment video, called 'The Art of Craft' to support the sponsorship. 

Financial details behind the tie-up were not disclosed.

Last August, the brand's German parent company, Mast-Jägermeister, took control of its US distributor Sidney Frank Importing Co.