Following whisperings last month, it has now been reported that Sazerac has acquired Au Vodka for more than £300 million.

The news comes after many other acquisitions from the company, including the likes of Buffalo Trace Bourbon, BuzzBallz, Fireball Cinnamon Whisky and SVEDKA Vodka.

Founded in Swansea by friends Charlie Morgan and Jackson Quinn, Au Vodka debuted in 2015.

Since then, the brand has skyrocketed in success thanks to viral fame and the support of DJ Charlie Sloth, who later came on board as an investor.

It now has an annual revenue of £82.8 million, as of 2025, and employs more than 80 people in South Wales.

Originally a traditional bottled spirits brand, Au Vodka pivoted to focus on ready-to-drink cocktails, with its first canned cocktail drink in 2022 selling out in a week.

On the acquisition, Sazerac CEO Jake Wenz described the brand as having a “phenomenal growth trajectory”.

Wenz said: “What Charlie, Jackson, and Charlie have achieved in just over a decade is spectacular and rare, and we have big plans for Au as we welcome the brand into the Sazerac family.”

He added that the takeover was set to strengthen Sazerac’s position in the UK market while also bringing Au Vodka to other markets worldwide.

Morgan added that he and Quinn started the brand with “nothing but an idea and a belief that vodka didn’t have to be boring”.

“We are proud to have built it into one of the most disruptive brands of this generation,” he said.

“With Sazerac, Au can be offered to more people, in more markets, faster than we ever could alone.”