Hip-hop star Ludacris is following in the footsteps of rap moguls Sean Combs, JAY-Z and Dr. Dre by launching his own range of liquor.
The Area Codes hitmaker has unveiled plans for Conjure, a custom line of Cognac aimed at the urban audience, in association with Kim Hartmann, the owner of the Birkedal Hartmann Cognac brand.
The announcement came at the wine and spirits trade show Vinexpo, which is currently being held in Bordeaux, France.
Ludacris, real name Christopher Bridges, wants to make sure he's involved in every step of the alcohol-making process and has already been on a brandy-tasting trip to sample the different varieties available.
He says, "It's not just me attaching my name to it. Whenever I involve myself in a business, I submerge myself in it.
"I wanted to learn as much as possible. It (taste-testing) was great. It gave me a new appreciation for Cognac."
Conjure will launch in Norway next month (Jul09) and is expected to hit the U.S. market in the autumn.
Diddy and Jay-Z are both involved in the development of premium vodka brands Ciroc and Armadale respectively, while Dre is working on his Aftermath Cognac drink and a range of sparkling vodka.