Ludacris to promote new brand of Cognac from Birkedal Hartmann

Ludacris has launched a new cognac from Birkedal Hartmann that will specifically be targeted to the "hip urban market," according to AFP.

Conjure, introduced by Luda at the wine and spirits trade show Vinexpo in Bordeaux this week, is a collaboration between the hip hop star and Birkedal Hartmann's master blender, Philippe Braastad Tiffon.

"I wanted to learn as much as possible," said Luda of his weeklong tutorial with Tiffon. "It was great. It gave me a new appreciation for cognac."

Hartmann is prepared to ship as much Conjure cognac as possible at $34.99 dollars per bottle. "My wish is to reach one million cases," he tells AP.

The first order ships to Norway next week. It will reach the shelves of America in September.