Sazerac Completes Acquisition of Au Vodka, Expanding Its UK Portfolio

In September, U.S. spirits conglomerate Sazerac finalized the purchase of Au Vodka, a Welsh vodka and ready-to-drink (RTD) brand founded in 2015 in Swansea. The deal, announced earlier in August, brings Au Vodka into Sazerac’s portfolio of more than 500 global brands, including Buffalo Trace Bourbon, Fireball Cinnamon Whisky and Southern Comfort. Financial terms were not disclosed.

Sazerac acquires Au Vodka as founder backs brand’s next phase of growth Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’ Louisville Courier-JournalSale to Sazerac was a ‘natural next step’: Au Vodka founder

Au Vodka was created by friends Charlie Morgan and Jackson Quinn, later joined by broadcaster and DJ Charlie Sloth as an investor. The brand distinguished itself with a gold-coloured bottle, a flavored-vodka range and a social-media-driven marketing strategy that quickly propelled it beyond the UK market. By the year to April 2025, Au Vodka reported sales of £83 million, up from £65 million the previous year, and a pre-tax profit of £6.7 million. The company employs more than 80 people and distributes its products across the UK and a growing set of international markets.

BBC News

• Sales (year to April 2025): £83 million (up from £65 million in 2024)

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

• Pre-tax profit (year to April 2025): £6.7 million

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

• Employee count: >80

Louisville Courier-Journal

• Valuation estimates: Reuters-cited figure of about £300 million; other industry reports suggest a valuation near £500 million.

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

• Growth rate: Turnover grew 27.3 % to £82.8 million in the year ending April 2025.

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

He noted that Au Vodka’s “phenomenal growth trajectory” since 2015 makes it a valuable addition to Sazerac’s portfolio and that the deal will enable further expansion of the brand in the UK and globally.

Sale to Sazerac was a ‘natural next step’: Au Vodka founder

• “Having Sazerac take the helm feels like the right and natural next step for us. They're family-owned and they've shown that they know how to grow a brand without losing what makes it special,” — Charlie Morgan, co-founder

Louisville Courier-Journal

• “With Au Vodka, our focus will be on preserving what makes the brand special while we bring the resources of Sazerac to the brand in the UK and around the world.” — CEO Jake Wenz, sazerac chief executive

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

• “Au Vodka is a brand we’ve long admired, and it’s had a phenomenal growth trajectory since 2015. What Charlie, Jackson and Charlie have achieved in just over a decade is spectacular and rare, and we have big plans for Au as we welcome the brand into the Sazerac family. This deal enables Sazerac to further expand our portfolio in the UK while also offering a path for continued global growth for Au.” — Jake Wenz, sazerac chief executive

Sazerac acquires Au Vodka as founder backs brand’s next phase of growth

Sources differ on the purchase price. Reuters reported a valuation of roughly £300 million, while other industry commentary has cited a figure around £500 million. Neither the company nor the founders disclosed the exact transaction amount, leaving the true financial terms unconfirmed.

Sazerac’s Au Vodka deal sees it ‘preserving what makes the brand special’

The company plans to leverage its existing UK infrastructure to accelerate distribution, though specific rollout timelines have not been announced.

Sazerac finalises Au Vodka purchase