Ludacris announced that he would be launching his own cognac this week, after creating a buzz at Vinexpo, the wine and spirits trade show in Bordeaux also held this week.

According to reports, the rapper (real name: Chris Bridges) will be working with Birkedal Hartmann, a Norwegian-owned cognac producer for a brand called Conjure, set to debut in Norway in July and in the US in September.

"I went to Cognac and blended it myself from 14 different samples," Luda explained.

He understands that any celebrity can endorse a product for a paycheck, but never know nothing about it. Luda doesn't do that, which is why he's adamant that this is not a product endorsement.

"It's not just me attaching my name to it," he explained. "Whenever I involve myself in a business, I submerge myself in it.

"I wanted to learn as much as possible," Luda continued. "It was great. It gave me a new appreciation for cognac."

Birkedal Hartmann's master blender, Philippe Braastad Tiffon, and Luda reportedly used more than 40 different brandies to create a product that reflects the taste and personality of the rapper.

After it's creation, and eventual release, he hopes he reaches one million cases sold. At $34.99 a bottle, that's a lot of dough.