Looking to reach a new generation of consumers, Perrier is increasing its involvement in music.

The French sparkling water brand is signing new deals with music festivals and expanding activation around existing ties in the music space.

Perrier is focusing on festivals located in four key markets: Chicago, Los Angeles, Miami and New York City.

Chicago represents Perrier’s newest sponsorship market. The brand this year has signed new deals with three festivals in the Windy City: Pitchfork, North Coast and Mamby on the Beach.

The sponsorships add to a portfolio that includes FYF Fest (Los Angeles); Governors Ball (New York City) and III Points (Miami).

Perrier is the using the partnerships to drive trail and awareness among 25-to-40-year-old creative tastemakers, said Jacinta Chen, account director with Mirrorball, Perrier’s New York City-based experiential marketing agency.

The brand—which has previously leveraged music festivals with backstage sampling—is expanding activation to reach a broader audience.

“We decided to amplify sampling activation to hit a mass crowd.”

Perrier leveraged Governors Ball to capture content for the brand’s Tumblr page. The page offers a mix of curated and created content ranging from images of headpieces worn at the festival to GIFs of the best dance moves.

“We look for content opportunities at every festival that we sponsor—exclusive access to talent and anything interesting going on,” said Chen.

Perrier sampled product at GovBall’s nine luxury main stage cabanas, backstage artist guest area, media tent and industry “Freeloader’s Lounge.”

Perrier sampled out of branded ice buckets, with a focus on how the water can be used as a substitute for club soda in mixed drinks.

“We look for opportunities to tie-in mixology.”

Other Mirrorball clients include Dos Equis, Amstel Light, Tecate, Strongbow cider, Jack Daniel’s and Mumms champagne.