Ludacris x Conjure Cognac. Luda has been busy with his many side projects including a film career, running restaurants and now he can add liquor man to his resume. At the Vinexpowine and spirits trade show in Bordeaux this week, Luda rolled up in a Bentley where he introduced his new cognac line to the public called Conjure. According to the Associated Press, Luda took his liquor making quite serioulsly.

“It’s not just me attaching my name to it,” said Luda. “Whenever I involve myself in a business, I submerge myself in it.”

Bridges visited for the first time last January and spent a week working with Birkedal Hartmann’s master blender, Philippe Braastad Tiffon.

“I wanted to learn as much as possible. It was great. It gave me a new appreciation for cognac.” Tiffon and Bridges used more than 40 different brandies to create a product that reflects the taste and personality of Bridges — and hopefully that of their target market.

A bottle of Conjure cognac is priced accordingly to fit the economic tough times and will be going for 34.99 dollars per bottle. The first order ships to Norway next week and will hit stores here in North America in September.