Rapper Snoop Dogg has become the latest music artist to partner with a liquor company for their marketing campaign.

Snoop has partnered with Landy Cognac, an award-winning cognac, to represent the brand at a number of events. The rapper will be present at various promotional events, after-parties, and more.

“Snoop Dogg epitomizes confidence, innovation and is known to be the life of the party, making him the ideal choice to partner with LANDY Cognac – a brand that mirrors these characteristics,” said Stephen Lewin, Senior VP and general manager of the spirits division at W. J. Deutsch & Sons. “Snoop leads the hip, fashionable and smooth lifestyle that LANDY Cognac represents, and is sure to resonate with the strong urban following that LANDY is rapidly growing.”

Prices for Landy Cognac varies from $22.99 to $399.99, depending on the type of cognac.

Aside from his new partnership with Landy Cognac, Snoop was also recently named creative chairman of Priority Records. The rapper will serve as executive producer on a number of upcoming Priority Records releases.