Au Vodka has been acquired by Buffalo Trace and Southern Comfort owner Sazerac for an undisclosed sum.
The Swansea-based Au Vodka, which is the second-largest player in the UK’s rapidly growing ready-to-drink cocktail market, will join a portfolio that includes competitor and number one RTD brand BuzzBallz. Combined, the two brands account for a fifth of the total RTD category by value in the UK [NIQ 52 w/e 30 May 2026].
The deal remains subject to customary completion conditions, and is expected to be finalised within weeks.
Financial terms were not disclosed, although a report by Sky News said the total value of the transaction could reach over £500m.
“Au Vodka has grown from a local startup into one of the UK’s most recognisable spirits brands,” said a statement from Sazerac issued today (17 August). “Known for its distinctive gold bottles, bold flavours and innovative ready-to-drink range, Au Vodka has built a highly engaged global audience and a strong presence across retail, hospitality and e-commerce.
“Sazerac works continuously to grow its business by investing in brands and building out its portfolio globally to connect with consumers. The UK is an important market for Sazerac, and this opportunity enables the company to deepen its presence in the UK.”
Au Vodka was founded by Charlie Morgan and childhood friend Jackson Quinn in 2015.
In 2017, they sold a stake to DJ and then Radio 1Xtra presenter Charlie Sloth, who helped get Au’s products promoted by musicians, celebrities, sportspeople and influencers including Jake Paul, Floyd Mayweather Junior and Ronalidinho.
In 2022, the brand extended into the RTD category with a Blue Raspberry flavoured premixed vodka and soda in a 250ml can format.
Since then it has added a variety of flavours and formats, including 8% abv canned cocktails, 7% abv caffeinated cans under a sub-brand called Au Ultra, and – most recently – two Tango-flavoured drinks produced in partnership with Carlsberg-Britvic.
In 2023, it sold a minority stake to private equity firm Metric Capital to support further expansion.
Turnover at Au Vodka grew by 27.3% to £82.8m in the year to the end of April 2025, the most recently filed accounts for the business at Companies House show.
The company employs around 80 staff, predominantly based out of its 30,000 sq ft brand home in Swansea. It’s vodkas and canned cocktails are produced by third-party manufacturers under contract.
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