Au Vodka agrees €584m Sazerac takeover
Welsh spirits brand Au Vodka is set to be acquired by US drinks giant Sazerac in a deal reportedly valuing the business at around £500 million (€584 million), according to BreakingNews.ie.
Sazerac, whose portfolio includes brands such as Southern Comfort, Fireball and BuzzBallz, said the acquisition will strengthen its presence in the UK spirits market.
The transaction remains subject to completion conditions and is expected to be finalised in the coming weeks. Sazerac confirmed that it has entered into a binding agreement to acquire the Swansea-based vodka and RTD brand, although the company has not disclosed the financial terms of the deal.
Au Vodka was founded in 2015 by childhood friends Charlie Morgan and Jackson Quinn.
Morgan had previously attracted international attention in 2013 when, as a Swansea City ballboy, he was kicked by Chelsea player Eden Hazard during a League Cup semi-final.
The pair initially built the business around its distinctive gold-coloured bottles and flavoured vodka range before expanding its reach through social media, celebrity partnerships and a growing presence in retail and the on-trade.
DJ, producer and broadcaster Charlie Sloth became an investor in the business in 2017, while the brand has subsequently developed promotional links with high-profile names including boxer Floyd Mayweather and footballer Ronaldinho.
Au Vodka has also moved beyond its original spirits range, entering the ready-to-drink category as it seeks to broaden its consumer base and increase its presence in international markets.
The brand’s rapid growth has been reflected in its financial performance.
Accounts for the year to April 2025 showed turnover of £82.8 million, representing growth of 27.3%, while the company recorded a pre-tax profit of around £5 million.
The company has also expanded its international footprint, particularly in the US, where it has been seeking to build awareness and distribution since entering the market.
For Sazerac, the acquisition provides an opportunity to add a fast-growing UK brand with a strong presence among younger adult consumers to its existing international portfolio.
The US drinks group said the deal would allow it to deepen its presence in the UK, while bringing Au Vodka into a wider portfolio that includes established spirits and RTD brands.
The reported valuation would represent a significant return for Morgan and Quinn, who are each expected to receive more than £100 million from the transaction, according to reports.
The proposed acquisition marks a major milestone for a brand that has grown from a Swansea start-up into an international spirits business in just over a decade, with its distinctive branding and social-led marketing strategy central to its expansion.
