Sazerac is allegedly in advanced talks about the acquisition of Au Vodka, following negotiations that are said to have been ongoing for several months. 

A potential £500m deal, the sale would see the Welsh brand come under American ownership, joining the likes of Buffalo Trace, Southern Comfort and the fast-growing Buzzballz brand. 

The latter, which was taken over in 2024, experienced a nearly 800% volume increase in the UK off-trade market in 2025, following a spate of promotional spending from Sazerac. 

Created by former Swansea City ballboy Charlie Morgan and Jackson Quinn in 2015, reports speculate that each Au Vodka founder could net over £100m from the sale to the Kentucky-based company. 

The prospective deal comes amid rumours of interest from other companies and a period of financial success for Au Vodka. 

Bucking the general alcohol decline, Au Vodka generated £55,083,747 in sales across 2025, according to NIQ. This marked a 38% annual rise in RTD sales. 

In November 2025, Au Vodka was also named the UK’s best-selling RTD brand, taking over from Diageo’s brand Gordon’s, which previously held the top position. 

Coming at a time of expansion for Sazerac, the possible sale happens just months after the company’s reported interest in purchasing spirits giant Brown-Forman. 

According to Sky News, which first reported on the story, a source close to the company said that Sazerac “admired” Au Vodka but that the deal was not complete. 

At present, it is unclear who would retain their roles within the company if the sale were to go ahead.