Key facts
- Sazerac acquired Au Vodka for more than £300 million ($405 million).
- Au Vodka was founded in 2015 by Charlie Morgan and Jackson Quinn in Swansea.
- Au Vodka's portfolio includes a flagship vodka and 11 flavored varieties, as well as ready-to-drink canned cocktails.
- In 2025, UK off-trade sales of Au Vodka's canned cocktails reached £61 million, making it the number one RTD brand in the UK.
- Sazerac owns over 500 brands, including Buffalo Trace Bourbon and SVEDKA Vodka.
Spirits company Sazerac has completed its acquisition of UK-based Au Vodka for more than £300 million ($405 million), according to a source familiar with the matter. The deal, announced on Monday, is part of Sazerac's strategy to expand its global portfolio and strengthen its presence in the UK market.
Au Vodka, founded in 2015 by Charlie Morgan and Jackson Quinn in Swansea, is known for its distinctive gold-colored bottles and a range of flavored vodkas and ready-to-drink (RTD) cocktails. In 2025, the brand's canned cocktails achieved £61 million in UK off-trade sales, positioning it as the leading RTD brand in the region. The company employs 80 people and made its US debut in August 2022.
Sazerac, a privately held American company owned by the Goldring family, boasts a portfolio of over 500 brands, including Buffalo Trace Bourbon, BuzzBallz, Fireball Cinnamon Whisky, and SVEDKA Vodka. Earlier this year, Sazerac reportedly offered to buy Brown-Forman, the maker of Jack Daniel's, for approximately $15 billion, but the bid was rejected. The company has also recently acquired Western Son Vodka and the RTD brand Dirty Shirley.