By Ismael AbduSalaam
Ludacris has added another jewel to his business portfolio, courtesy of the founding of his very own Cognac line.
The announcement came at the wine and spirits trade show Vinexpo, being held this week in Bordeaux, France.
The custom line, entitled Conjure, will be a joint venture with Kim Hartmann, owner of the Birkedal Hartmann Cognac brand.
Conjure will be aimed at securing the urban market, something Ludacris plans to expand through behind the scenes planning, and not just surface celebrity endorsement.
“It’s not just me attaching my name to it,” the Atlanta star told the Agence France-Presse. “Whenever I involve myself in a business, I submerge myself in it.”
In January, Ludacris spent a week strategizing with Birkedal Hartmann master blender Philippe Braastad Tiffon.
They tested over 40 different potential brandies for the line.
In the end, a taste was selected that the company deemed favorable to Hip-Hop audiences.
“I wanted to learn as much as possible. It was great. It gave me a new appreciation for Cognac,” Luda stated.
According to the company’s website, African-Americans make up an estimated 60-80% of the 51.7 million bottles sold since 2007 in the American Cognac market.
Cognac’s popularity in Hip-Hop circles extends back to the 90s, and the drink has been referenced in numerous Hip-Hop songs from icons such as Jay-Z, Tupac Shakur, Diddy, Dr. Dre, Nas, and Busta Rhymes.
The first orders will ship to Norway by July 1.
American consumers are expected to receive the product in the Fall.
At press time, Conjure is hopeful to ship 1 million bottles to America by their September target month.