What happens when one of the world's biggest names in rap starts a liquor company, launches in Florida, and rents a mansion on Miami Beach for the week of Super Bowl?
Ludacris' House of Conjure on Miami Beach, just across the channel from the Fontainebleau kicked off a week of festivities yesterday with a tour of the joint for the media.
Conjure is the signature cognac that Chris "Ludacris" Bridges teamed up with French veteran Birkedal Hartmann to produce.
Here's a look at the efforts to which they've gone to promote it.
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Ludacris talks about going to Cognac, France to work with the Birkedal Hartmann master blender to create Conjure.