Welsh spirits brand Au Vodka is to be acquired by US drinks giant Sazerac in a deal that values the company at around £500 million, according to reports.
The company, known for its flavoured vodkas and gold bottles, was co-founded by Charlie Morgan and Jackson Quinn. Morgan made headlines in 2013 as a Swansea City ballboy after being kicked by Eden Hazard during a League Cup semi-final.
Deal Details and Expected Payouts
Sky News reported that the co-founders are expected to net around £100 million each from the takeover. Sazerac, which also makes the pre-mixed cocktail brand BuzzBallz, said on Monday that it had struck a “binding agreement” to buy the Swansea-based brand.
The US firm said the deal will help it deepen its presence in the UK. The move is subject to regulatory conditions and is expected to complete “within weeks”.
Company Growth and Financial Performance
Au Vodka was founded by Morgan and Quinn in 2015, before expanding with backing from DJ Charlie Sloth. The company’s growth accelerated rapidly in recent years through its strong social media presence and endorsements from celebrities such as Floyd Mayweather.
The company, which employs more than 80 people, saw its turnover jump by 27.3% to £82.8 million in the year to April 2025, according to its latest company accounts. It also reported a £5 million pre-tax profit, according to the accounts.
