Founded in 2015 by Charlie Morgan and Jackson Quinn, Au Vodka evolved from a local Welsh startup into a cultural phenomenon known for its flavored spirits and ready-to-drink range. The company, which employs over 80 people, caught the attention of Sazerac through its rapid growth across retail, hospitality, and e-commerce channels. While terms of the transaction were not disclosed, the move integrates Au into a massive portfolio that already features industry staples like Buffalo Trace Bourbon, Fireball, and SVEDKA Vodka.
Sazerac Acquires UK-Based Au Vodka to Bolster Global Portfolio
A distinctive gold bottle and a disruptive marketing strategy have landed Au Vodka a new parent company. Louisville-based spirits giant Sazerac finalized its acquisition of the Swansea-founded brand this week, marking a significant move to deepen its footprint in the United Kingdom and accelerate the vodka label’s international expansion.
Sazerac President and CEO Jake Wenz praised the brand’s trajectory, noting that the acquisition provides a clear path for Au to reach new global markets. For the founders, the sale represents a strategic pivot to leverage Sazerac’s family-owned infrastructure. Morgan described the shift as a natural progression, allowing the brand to scale operations faster than it could as an independent entity. With this deal, Sazerac continues its long-term strategy of acquiring entrepreneurial brands and scaling them through its established global distribution network.
Comments (0)
No comments yet. Be the first!