Key facts
- Au Vodka is nearing a deal to be sold to American drinks giant Sazerac for up to £500 million.
- The sale would provide significant windfalls for co-founders Charlie Morgan and Jackson Quinn.
- Au Vodka, headquartered in Wales, is known for its distinctive gold bottles and rapid growth.
- Sazerac, based in Kentucky, owns brands including BuzzBallz and Southern Comfort.
- The company sold a minority stake to private equity firm Metric Capital in 2023.
Au Vodka, the Welsh-headquartered alcoholic beverages company known for its distinctive gold bottles, is reportedly in advanced talks to be sold to American drinks giant Sazerac for up to £500 million. Sky News has learned that an agreement is nearing finalisation, which would result in significant windfalls for co-founders Charlie Morgan and Jackson Quinn.
Industry sources suggest the negotiations have been ongoing for several months. If the deal is completed, Morgan and Quinn are each expected to receive payouts exceeding £100 million. Sazerac, the Kentucky-based owner of brands such as BuzzBallz and Southern Comfort, is reportedly keen to expand its presence in the UK market.
Au Vodka, founded in 2015, has achieved remarkable success, particularly in the ready-to-drink (RTD) vodka segment, fuelled by a strong social media presence and endorsements from celebrities like Floyd Mayweather and Ronaldinho. The company sold a minority stake to private equity firm Metric Capital in 2023. It is unclear if the founders will retain roles after the acquisition.
Sazerac's potential acquisition would add Au Vodka's fast-growing portfolio to its existing brands, which include Buffalo Trace Bourbon and Fireball Cinnamon Whisky. Bankers at PJT Partners are reportedly advising Au Vodka, while PricewaterhouseCoopers is advising the founders.