Although the Super Bowl's official kick off takes place on Feb. 7, America's biggest ball game is more of a week-long celebration wrangling in athletes, media and celebrities alike. Count Ludacris among the many heading down to Miami's South Beach next month. The rapper/actor/entrepreneur is planning on doing his part by giving his new cognac, Conjure, a big push.

"We actually rented out this lavish mansion in Miami Beach and we're calling it the House of Conjure. We're going to be throwing a series of exclusive events from Feb. 3 to Feb. 8," Luda tells The BoomBox. "It's just the perfect place. We want friends and people that are in town to just relax and enjoy all the house festivities."

It's also perfect timing. This March Luda's cognac will roll out in Los Angeles and New York and expand to the rest of the nation later in the spring. Luda is psyched as this was more than just a vanity project for him. "I would say definitely winning a Grammy for Best Rap Album, being in an Oscar-winning film, 'Crash,' the birth of my daughter, signing my first record contract, and Conjure Cognac -- those are the five," he says of his personal career highlights.

Luda even traveled to Cognac, France to help create the liquor. "Anybody who drinks cognac, they understand that at the end of the day the smoother it is, the more aged it is, the smoother and the finer it tastes," he says, himself a proud cognac drinker since he turned 21. "I looked for, when you talk about a great blend, something that hits the palate and is smooth going down the throat."

Cognac, parties, South Beach and the Super Bowl sounds like a dream week to us. And for Luda, you can throw in the fact the Who are performing at half-time of the game. Yes, he is psyched about that. "I've never met any members, but I'm definitely excited to check them out," he says. "I always need great motivation and I like all genres of music so I can't wait."