Ludacris Brings Conjure Cognac to Miami

Chris Bridges — Ludacris, three-time Grammy winner, actor, entrepreneur, and now cognac man — came to Miami Beach on August 25, 2009, and brought Conjure with him. The cameras were already out before he walked in.

Conjure launched in Bordeaux in June 2009. The concept was his: a highly selective blend of thirty to forty eaux-de-vie, drawn from Grande Champagne, Petite Champagne, and Borderies, aged in Limousin oak barrels up to fifty years old. The bottle is distinctive. The liquid inside is smoother than you expect from a celebrity spirits play.

The Miami stop was part of a national rollout, but it felt local — the kind of event South Beach does well when the right person shows up. Ludacris worked the room. He held the bottle like he meant it. The step-and-repeat behind him said Conjure and Kobrand, his distribution partner. The press corps said nothing, just shot.

If you were at a South Beach club that week and someone handed you something other than Hennessy, there is a good chance it was this. Conjure was everywhere for about ten days. Then Miami moved on to the next thing. That is how this city works.

Photography by Ben Schneider .