Sale to Sazerac was a ‘natural next step’: Au Vodka founder

The sale of Au Vodka to US spirits giant Sazerac will enable the British vodka brand to reach “more people, in more markets, faster than we ever could alone”, co-founder Charlie Morgan has claimed.

Speaking as the US spirits giant completed its acquisition of Au Vodka for an undisclosed sum, Morgan said the deal marked “the start of Au’s next chapter”.

“We started Au Vodka in Swansea with nothing but an idea and a belief that vodka didn’t have to be boring,” he said. “We are proud to have built it into one of the most disruptive brands of this generation.”

Au Vodka will now be rolled into a portfolio of brands that includes UK ready-to-drink market leader BuzzBallz, Buffalo Trace bourbon and Southern Comfort.

However, Morgan – who co-founded Au Vodka alongside Jackson Quinn in 2015 – said Sazerac had shown it could “grow a brand without losing what makes it special”.

“Having Sazerac take the helm feels like the right and natural next step for us,” he said. “They’re family-owned and they’ve shown that they know how to grow a brand without losing what makes it special.

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

Sazerac, meanwhile, reiterated the deal would enable it to expand further in the “important” UK spirits market.

Sazerac CEO Jake Wenz said: “Au Vodka is a brand we’ve long admired, and it’s had a phenomenal growth trajectory since 2015. What Charlie and Jackson 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.

“This deal enables Sazerac to further expand our portfolio in the UK while also offering a path for continued global growth for Au.”

The sale comes after turnover at Au Vodka grew by 27.3% to £82.8m in the year to the end of April 2025.