Story perspectives

Sazerac Completes Acquisition of UK Vodka Brand Au Vodka

By Drooid · Sep 15, 2026, 3:11 PM UTC · How we work

Summary

Story summary

U.S. spirits company Sazerac completed the acquisition of the UK vodka brand Au Vodka.
Au Vodka’s turnover rose 27.3% to £82.8 million in the year to April 2025.
Co-founders Charlie Morgan and Jackson Quinn founded Au Vodka in Swansea, Wales, in 2015.
Morgan said the deal will let Au reach more people and markets faster.
CEO Jake Wenz said the acquisition deepens Sazerac’s portfolio in the important UK market.

History

Historical Context

In 2000, after Seagram’s beverage division was split, Pernod Ricard bought the bulk of its spirits brands—about 180 labels—propelling it to a leading global spirits group. That aggressive expansion model is echoed today as Sazerac acquires Wales-born Au Vodka, a move aimed at rapid market penetration. Both deals illustrate how legacy brand portfolios continue to reshape the UK and global spirits landscape.

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Story summary

U.S. spirits company Sazerac completed the acquisition of the UK vodka brand Au Vodka.
Au Vodka’s turnover rose 27.3% to £82.8 million in the year to April 2025.
Co-founders Charlie Morgan and Jackson Quinn founded Au Vodka in Swansea, Wales, in 2015.
Morgan said the deal will let Au reach more people and markets faster.
CEO Jake Wenz said the acquisition deepens Sazerac’s portfolio in the important UK market.

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