Au Vodka founder Charlie Morgan in €600 million sale talks

Charlie Morgan, the co-founder of Au Vodka, is reportedly in negotiations to sell his company to the American beverage giant Sazerac Company for approximately €600 million (£500 million).

Morgan, a Welsh entrepreneur, gained public attention in 2013 while serving as a ball boy for Swansea City during a League Cup match against Chelsea. During that match, professional footballer Eden Hazard was sent off after kicking Morgan during a moment of tension.

After transitioning from football to the spirits industry, Morgan co-founded Au Vodka in 2017 with Jackson Quinn. The brand has grown into a prominent premium vodka label, reportedly selling over 35,000 bottles per day. In a notable turn of events, Morgan later collaborated with Hazard for an advertising campaign, transforming their previous televised conflict into a marketing partnership.