Ludacris is the latest rapper getting into the alcohol game. According to the Agence France-Presse, the MC announced he’s teaming up with Norwegian Cognac maker Birkedal Hartmann to create his own line called Conjure. But Luda told the crowd at France’s Vinexpo that he plans to do more than put his name on the product. He added, quote, “Whenever I involve myself in a business, I submerge myself in it.” That meant the rapper spent some time earlier this year with Hartmann’s master blender sampling 40 different brandies to find the best one for the line. Luda said the whole experience gave him, quote, “a new appreciation for Cognac.” The Conjure line is due to hit America in September, at a price point of 35-dollars per bottle. Previous hip-hop stars to get involved with alcoholic products include Jay-Z, Dr. Dre, Sean “Diddy” Combs, 50 Cent and Busta Rhymes.