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US-based drinks company Sazerac has finalized its acquisition of the Welsh vodka brand Au Vodka in a deal reportedly worth around £300 million. The Swansea-born brand, recognized for its striking gold packaging and viral social media presence, was established in 2015 by friends Charlie Morgan and Jackson Quinn. Following a period of rapid expansion bolstered by investment from DJ Charlie Sloth, Au Vodka has now been incorporated into one of the largest spirits companies globally.
Though the exact financial details remain undisclosed, Reuters reported the business valuation at approximately £300 million ($405 million). Sazerac’s chief executive Jake Wenz praised Au Vodka’s impressive growth since its inception in Swansea, describing it as a “phenomenal growth trajectory.” He expressed admiration for what the founders have accomplished, calling their success “spectacular and rare,” and signaled ambitious plans for the brand’s future under Sazerac’s umbrella.
Wenz highlighted that the acquisition will enhance Sazerac’s footprint in the UK market and pave the way for expanded international reach for Au Vodka. The brand’s distinct identity, shaped by unique bottle designs and effective social media campaigns paired with celebrity partnerships, has established it as one of the UK’s leading premium vodka labels. Employing over 80 staff members in South Wales, the company has grown significantly since its creation.
Co-founder Charlie Morgan reflected on the humble origins of Au Vodka, emphasizing their mission to bring a fresh and exciting approach to the vodka category. He stated, “We are proud to have built it into one of the most disruptive brands of this generation.” Morgan also noted the advantages of joining Sazerac, saying, “With Sazerac, Au can be offered to more people, in more markets, faster than we ever could alone.” The deal integrates Au Vodka into Sazerac’s extensive portfolio, which features over 500 brands including BuzzBallz and Southern Comfort
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