Key facts
- Sazerac has acquired Au Vodka for over £300 million ($405 million).
- Au Vodka was founded in 2015 by Charlie Morgan and Jackson Quinn.
- The brand is known for its gold packaging and viral social media campaigns.
- Sazerac plans to expand Au Vodka's global reach.
- Au Vodka employs over 80 people in South Wales.
US spirits giant Sazerac has completed its acquisition of the viral, UK-based Au Vodka brand for more than £300 million ($405 million), according to the BBC. The deal is expected to bolster Sazerac's presence in the UK market and pave the way for Au Vodka's international expansion.
Founded in 2015 by Charlie Morgan and Jackson Quinn in Swansea, Au Vodka has gained significant traction through its distinctive gold packaging and extensive social media marketing, including collaborations with celebrities and influencers. DJ Charlie Sloth was an early investor in the company.
Sazerac, a privately held company with a portfolio exceeding 500 brands, including Southern Comfort and BuzzBallz, stated that it has "big plans" for Au Vodka. Sazerac chief executive Jake Wenz praised the brand's "phenomenal growth trajectory" and the founders' achievements.
The acquisition adds Au Vodka to Sazerac's extensive collection of spirits and ready-to-drink brands. The Swansea-based company employs over 80 people.