Sazerac Agrees to Acquire Au Vodka for £500 Million
Sazerac has signed a binding agreement to acquire UK-based Au Vodka to expand its presence in the British spirits and ready-to-drink market.
The American spirits company Sazerac has signed a binding agreement to acquire Au Vodka, a UK-based spirits and ready-to-drink (RTD) brand. While Sazerac has kept the official transaction terms confidential, reports indicate the deal is valued at approximately £500 million, which could net co-founders Charlie Morgan and Jackson Quinn roughly £100 million each.
Founded in 2015 in Swansea, Wales, Au Vodka is known for its gold-colored bottles and celebrity ambassadors. The brand has evolved from a local start-up into a leading RTD producer in the UK, reporting a turnover of £82.8 million for the year ending April 2025 with a pre-tax profit of £5 million. Its 2025 off-trade sales reached £61 million.
Sazerac intends to use the acquisition to deepen its footprint in the United Kingdom, which it views as a strategically important market. This move follows a series of recent expansions, including the 2024 purchase of SVEDKA Vodka and investments in brands such as Western Son Vodka, Dirty Shirley, and Sipmargs. The deal comes after a rejected attempt by Sazerac to acquire Brown-Forman from Bacardi-Martini Limited.
The transaction is subject to regulatory and customary conditions and is expected to close within several weeks.
Keep reading in the app
The full story and every source, free in the app.
Coming soonGoogle Play