US drinks giant Sazerac has finalized the acquisition of the viral Au Vodka brand, a deal reportedly valued at approximately £300 million. The Swansea-based company, founded by friends Charlie Morgan and Jackson Quinn in 2015, gained significant traction through its distinctive gold-colored packaging and successful social media marketing campaigns.
Sazerac, one of the world's largest spirits companies, announced its plans to expand Au Vodka's reach globally. Jake Wenz, CEO of Sazerac, expressed admiration for Au Vodka's growth trajectory and stated that the company has "big plans" for the brand as it integrates into the Sazerac family. This acquisition is expected to bolster Sazerac's presence in the UK market while providing a platform for Au Vodka's continued international expansion.
Au Vodka's journey began with an idea to make vodka less conventional. With early investment from DJ Charlie Sloth, the brand rapidly grew into one of the UK's prominent premium vodka labels. The company currently employs over 80 people in South Wales. Morgan commented that the founders started with "nothing but an idea and a belief that vodka didn't have to be boring" and are proud to have built it into a disruptive brand.
Sazerac's extensive portfolio includes over 500 brands, such as BuzzBallz and Southern Comfort. The acquisition of Au Vodka represents a strategic move for Sazerac to tap into the growing premium spirits market and leverage Au Vodka's established brand identity and social media success.