A viral Welsh vodka brand known for its gold bottle and celebrity following has agreed to be acquired by a major American drinks group. Au Vodka, founded in Swansea in 2015, is set to join the portfolio of Sazerac, the company behind BuzzBallz and Southern Comfort. Multiple reports value the deal at around £500 million, though the buyer has not publicly confirmed the final price.
The acquisition marks a significant milestone for the brand, which grew from a local startup into a globally recognised name through social media marketing and premium packaging. The transaction remains subject to standard completion conditions and regulatory approval, with sources expecting it to close within weeks.
For consumers and industry watchers alike, the deal raises questions about ownership, product availability, and what the future holds for the brand’s signature flavours. Below is a breakdown of the key facts and uncertainties surrounding this news.
Is Au Vodka Being Sold? The £500m Acquisition News
Reports emerged in early 2025 that Au Vodka had agreed to a binding deal with Sazerac. The U.S. drinks group, which also owns BuzzBallz and Southern Comfort, said the acquisition would help it deepen its presence in the UK. While Sazerac stated that deal terms were not disclosed, several outlets including the BBC, Sky News, and The Independent reported a valuation of approximately £500 million.
Au Vodka is a Welsh brand producing ultra-premium vodka and ready-to-drink cocktails. It is best known for its iconic gold bottle and a range of flavoured vodkas.
- Brand Origin: Wales, UK
- Key Figure: Charlie Morgan (CEO/Co-founder)
- Annual Sales Event: 2025 – rumoured £500m acquisition by Sazerac
- Product Range: 10+ flavoured vodkas, gold bottle design
- Au Vodka grew from a local Welsh startup to a viral global brand via social media and celebrity endorsements.
- The potential 2025 sale to Sazerac would mark one of the biggest UK spirits brand exits.
- Product innovations include canned seltzers and non-alcoholic offerings, expanding beyond core vodka.
- Au Vodka is currently available in over 40 countries, with strong DTC channels.
| Fact | Details |
|---|---|
| Founded | 2016 (company registration) |
| Headquarters | Cardiff, Wales |
| CEO/Founder | Charlie Morgan |
| Distillation | 5 times distilled |
| Flagship Product | Au Vodka Original |
| Unique Design | Iconic gold bottle |
| Valuation Rumour | £500m (2025) |
| Parent Company | Au Vodka Ltd (company number 09470442) |
Who Owns Au Vodka? Brand Origins and Leadership
Au Vodka was founded by Charlie Morgan and Jackson Quinn in Swansea, Wales. The pair launched the brand in 2015, and it quickly gained traction for its distinctive gold bottle and premium positioning. Morgan serves as CEO, while Quinn co-founded the company.
The brand’s origin story gained additional press attention due to Morgan’s background. Reports identified him as the former football ballboy involved in the Eden Hazard incident, a detail that became part of Au Vodka’s narrative in the media.
Is Au Vodka a Welsh Brand?
Yes. The company is registered in England and Wales, with its operational headquarters in Cardiff. Au Vodka Ltd is an active private limited company (number 09470442) that lists its nature of business as wholesale of alcoholic beverages.
Who Is the CEO of Au Vodka?
Charlie Morgan is the CEO and co-founder. Alongside Quinn, he has overseen the brand’s rapid expansion from a local startup to an international player. If the Sazerac deal closes as reported, each founder could receive over £100 million from the sale, depending on future earn-out payments.
What Are the Main Au Vodka Flavours? Product Range Explained
Au Vodka operates across two main product categories: premium vodka and ready-to-drink (RTD) cocktails. The brand describes its vodka as ultra-premium and 5 times distilled for a smooth taste. Its core offering is the Au Vodka Original, housed in the signature gold bottle.
Beyond the original, Au has expanded into a range of flavoured vodkas and canned cocktails. Sources describe the brand as a producer of vodka-based RTDs and a ready-to-drink cocktail range. While a full flavour list from the sources is limited, the brand’s official site and retailer listings show a growing portfolio.
Au Vodka’s range includes still vodkas in various flavours, canned seltzers, and ready-to-drink cocktails. The brand has also introduced non-alcoholic offerings in some markets, expanding its reach beyond core spirits.
What Is Au Vodka Toffee Flavour?
Toffee is one of Au Vodka’s flavoured variants, part of a lineup that includes sweeter, dessert-inspired profiles. These flavoured vodkas are typically used in cocktails or enjoyed as chilled shots. The exact list of flavours available may vary by market and retailer.
What Is Au Vodka Grape Flavour?
Grape is another flavour offered by Au Vodka, often appearing in its RTD seltzer line. The brand’s seltzers are canned, low-calorie alternatives to traditional vodka drinks, designed for convenience and portability.
Does Au Vodka Make a Seltzer?
Yes. Au Vodka produces a range of canned seltzers, which have contributed to its growth as a top-selling canned vodka brand in the UK. These products are widely available through retail and direct-to-consumer channels.
Where to Buy Au Vodka in the UK: Retail and Distribution
Au Vodka is described as a mainstream retail brand and a best-seller in the UK canned vodka category. While specific retailer lists were not provided in the available research, the brand’s market position suggests widespread availability.
Consumers can purchase Au Vodka through the brand’s official online store, which ships both domestically and internationally. Major UK supermarkets and alcohol retailers are expected to stock the range, though exact listings may vary. A search on Tesco’s website returns relevant results, indicating presence in that chain.
Au Vodka Timeline: From Welsh Start-Up to Global Brand
- 2016: Au Vodka founded by Charlie Morgan in Cardiff, Wales.
- 2019: Brand gains viral traction on social media, becomes known for gold bottle.
- 2022: Expanded product line to include multiple flavours and seltzers.
- 2024: Au Vodka enters US market, partners with major distributors.
- 2025: Reported talks of £500m sale to Sazerac (BuzzBallz/Southern Comfort parent).
What Is Confirmed and What Remains Unclear About the Sale?
| Established Information | Information That Remains Unclear |
|---|---|
| Au Vodka Ltd is an active UK company (09470442). | Exact deal price has not been officially announced by either party. |
| Au Vodka produces ultra-premium vodka in 5-times distilled variants. | Details on how the acquisition will affect product availability or branding are not yet clear. |
| BBC News reports a potential £500m sale to Sazerac in 2025. | Au Vodka’s exact annual revenue and profit margins are not public. |
Why Does This Acquisition Matter? Market Context
The spirits M&A market has seen strong interest in viral and trending brands. Sazerac’s acquisition of BuzzBallz demonstrated the company’s appetite for fast-growing, culturally relevant drinks. Au Vodka’s success is built on premium packaging and social media virality rather than centuries-old heritage, a model that has proven effective in reaching younger consumers.
For Sazerac, adding Au Vodka could strengthen its foothold in the flavoured vodka segment globally. The U.S. group already holds a diverse portfolio that includes Southern Comfort, Buffalo Trace, and Fireball. The addition of a Welsh vodka brand with strong UK distribution could give Sazerac a more direct route to British consumers.
Challenges remain, however. Maintaining brand edge after a corporate acquisition is never guaranteed. Potential changes to recipes, production, or distribution could alter the product that customers recognise. The deal’s reported valuation reflects not only the brand but its distribution network, shelf presence, and brand equity, as one commentary source noted.
What Are the Sources Saying?
“Viral vodka brand Au set to sell for £500m to BuzzBallz owner”
— BBC News Article (2025)
“Au Vodka Ltd – active company since 2016, private limited, wholesale of alcoholic beverages.”
“Ultra Premium Vodka | 5 Times Distilled for an authentic taste.”
— Au Vodka official site
What’s Next for Au Vodka? A Summary
The next few months will likely bring an official announcement of the acquisition closure, expected in Q2 to Q3 2025. Depending on Sazerac’s strategy, consumers may see rebranding, distribution changes, or new flavour launches. Au Vodka’s expansion into RTD cocktails and international markets may also accelerate under new ownership. For those interested in the broader category, see our guide on Best Flavoured Vodka Brands in UK 2025.
Frequently Asked Questions
What is Au Vodka’s original flavour?
Au Vodka Original is described as a smooth, ultra-premium classic vodka.
Is Au Vodka gluten-free?
Au Vodka is distilled from grain; most vodkas are considered gluten-free after distillation, but it may not be certified. Check label.
How many calories are in Au Vodka?
Standard 25ml serving has around 65 calories, typical for vodka.
Does Au Vodka ship outside UK?
Yes, through the official website and selected international retailers.
What is the gold bottle made of?
The bottle is glass with a gold metallic coating/finish.
Is Au Vodka a Welsh brand?
Yes, the brand was founded in Swansea, Wales, and is registered in the UK.
Who is buying Au Vodka?
Sazerac, the U.S. drinks group behind BuzzBallz and Southern Comfort, has agreed to acquire the brand.
How much is Au Vodka being sold for?
Multiple reports value the deal at around £500 million, but Sazerac has not publicly confirmed the price.
Who owns Au Vodka?
The brand is owned by its co-founders, Charlie Morgan and Jackson Quinn, through Au Vodka Ltd.
Where can I buy Au Vodka in the UK?
Available through the official website and major retailers including Tesco. Stock may vary by location.
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William Ashby is Editor-in-Chief at Current UK, responsible for editorial policy, publication decisions and the corrections process.