Hip-Hop star
Ludacris is starting to get some U.S. distribution for his Cognac, which launched in France last year. Clubs and high end liquor stores in Miami, Los Angeles, New York and Washington DC are now carrying
Conjure, a venture the performer did with Cognac house Birkedal Hartmann.
Conjure is made from a blend of Cognacs from two to 50 years old. At $34 a bottle, though, I'm thinking that there is a lot more two-year old than 50. The nose on this Cognac has a pronounced apple fragrance. Slightly smoky, warm, but a tad sharper than more expensive Cognacs, owing, I'm guessing to the content of younger spirits.
Sweeter than older, more upscale Cognacs, the flavor profile is undoubtedly to appeal to women, especially African-American women. African Americans comprise anywhere between 60%-80% of the total American Cognac market. In 2007-2008 America imported 51.7 million bottles so even if 60% of that was consumed by African Americans.
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Last month Penfolds became the first wine brand to partner with (PRODUCT)RED, the commerce-driven initiative to raise money to help eliminate AIDS in Africa. Now Belvedere has joined the fight, announcing a partnership with (RED) and the launch of a special edition bottle to raise proceeds for the Global Fund to Fight AIDS, Tuberculosis and Malaria. 50% of profits from the global sale of the special edition will be donated. The bottle will be available in late summer 2011 but it is being unveiled at a pre-Grammy party in Los Angeles on February 10, 2011 with a live performance announcing musician Usher as the brand's new celebrity ambassador. Usher joins a host of celebrity liquor salespeople, a group that includes everyone from Bruce Willis to P. Diddy and Dan Aykroyd.
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