Sazerac acquires Au Vodka in reported £300 million deal

American spirits giant Sazerac has completed the acquisition of the British premium vodka brand Au Vodka. While official financial terms were not disclosed, reports value the Welsh-based company at approximately £300 million ($405 million).

Au Vodka was founded in 2015 by Charlie Morgan and Jackson Quinn, with early investment from DJ Charlie Sloth. The brand gained significant market presence through distinctive gold packaging and social media marketing, utilizing collaborations with figures such as Ronaldinho and Floyd Mayweather.

Charlie Morgan, who gained international notoriety as a ball boy during a 2013 football match involving Eden Hazard, has transitioned from that viral moment into a successful entrepreneur. Sazerac CEO Jake Wenz stated that the acquisition is intended to strengthen the company’s position in the UK and provide a path for continued global growth for the brand.