This marks the veteran rapper’s third major foray into the world of business.  E-40 is a proud franchisee of Fat Burger and Wingstop Restaurant.  He is also a spokesman for Ice Picks, a diamond studded toothpick company.

“Rapping brought me into the entertainment game, once I got in my eyes got bigger,”E-40 explained via a statement.  “As a business man I get the best of both worlds and the privileges of working and reaping the benefits at the best time in my career.”

Aside from launching 40 Water at his birthday bash, E-40 will also let guests hear his forthcoming album, The Ball Street Journal, which is set to hit shelves in early 2008.

E-40’s birthday party will take place on November 15th at the Poetry Nightclub in Las Vegas.