Au Vodka, the Swansea-based premium vodka brand known for its iconic gold bottles, is in advanced talks to be acquired by Kentucky-based drinks giant Sazerac, whose portfolio includes BuzzBallz and Southern Comfort. According to the Sunday Times, the deal could be worth around £500m based on future performance.
Founders set for windfall
Au Vodka was founded by Charlie Morgan and Jackson Quinn, both still in their early thirties. If the deal is finalised, each could receive a windfall of more than £100m. The company has also attracted investment from DJ Charlie Sloth, who acquired a 20% stake after being contacted by the founders, and in 2023 sold a minority stake to private equity firm Metric Capital.
Global expansion and revenue growth
Au Vodka has enjoyed huge international expansion, underpinned by excellent marketing, social media use, and celebrity endorsements. Its bottles are sold in 40 countries, from Spain to Australia, and it has experienced significant growth in the lucrative US market, where it has had a presence since 2022. The brand has also diversified into the canned vodka market, supporting its continued revenue growth.
Last year, the company opened a new £3m headquarters at Crucible Park in Llansamlet. Its latest published audited accounts, for the year to the end of April 2025, show revenues grew by 27.3% to £82.7m, with pre-tax profit of £6.7m compared to £5.13m a year earlier. The company has net assets of more than £33m and a workforce of around 80.
Deal status
Au Vodka, whose parent company is Aurous Topco, and Sazerac have both declined to comment on the talks. The potential acquisition would mark a significant milestone for one of Wales' leading brands.
