Jagermeister Targets Heavy Metal Fans with Sponsorship
Jagermeister Liqueur likes heavy metal bands.
So, its sponsorship of this summer’s Sounds of the Underground Tour certainly fits the bill, with a lineup filled with hard-hitting metal and hard-core acts.
An inflatable lounge—equipped with air conditioning—will be the centerpiece of the event where visitors will get giveaways or meet the Jagerettes, or brand ambassadors. Each day at the lounge, band members will be on hand to sign autographs.
The event begins on June 25 in Lowell, MA, and runs through July 31 in Denver, CO. The bands include Clutch, Chimaira, GWAR, Devil Driver, Unearth, Every Time I Die, All That Remains, Full Blown Chaos and others.
“When we saw some of the acts on this tour, we knew we had to be a part of it,” said Lee Einsidler, executive VP-sales and marketing at Sidney Frank Importing Co., Inc., the importers of Jagermeister Liqueur, in a statement.
The brand, a longtime sponsor of up-and-coming bands, sells 1 million cases annually in the U.S.
