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Sazerac To Buy Au Vodka For £500m

What happens when the makers of Buffalo Trace buy a Welsh vodka brand famous for its solid gold bottles? Sazerac's latest acquisition reveals its global ambitions.
  • Hannah Thompson is a specialist whiskey educator and writer, passionate about bringing stories and understanding to more people.
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Sazerac To Buy Au Vodka For £500m

Sazerac, the US drinks group behind Buffalo Trace and Buzzballz, has signed a binding agreement to acquire UK-based Au Vodka and its line of ready-to-drink (RTD) cocktails. The deal is subject to standard completion conditions and is expected to close within weeks.

Sazerac is expected to buy the Welsh-founded company for £500 million, according to the BBC.

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The acquisition forms part of the American company’s strategy to grow through brand investment and to strengthen its global portfolio. The UK is viewed as a key market for Sazerac, and Au made its US debut in August 2022. Au Vodka will join Sazerac’s portfolio alongside brands such as Buffalo Trace, Buzzballz, George T. Stagg, Elmer T. Lee, Wheatley Vodka, and many more. 

Au Vodka was founded in 2015 by Charlie Morgan and Jackson Quinn in Swansea, Wales. Morgan had already gained local fame in Swansea after being kicked by Chelsea footballer Eden Hazard during a League Cup match in 2013. The company still operates in Swansea.

Au Vodka is recognizable for its solid gold-colored bottles.

The company’s portfolio includes a flagship vodka and 11 flavored varieties. These include Black Grape, Green Watermelon, Miami Mango, and Bubblegum. Several flavors, such as Tango Apple and Orange, are also sold in 330ml pre-mixed cans at 5% ABV.

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The brand has built a strong presence across retail, hospitality, and e-commerce, with an expanding footprint in international markets.

Hannah Thompson

Hannah Thompson is a whiskey educator who helps consumers understand everything they need to know to make an informed decision about whiskey investment. She has been working in the secondary whiskey market since 2019 and joined The Whiskey Wash team when Mark Littler took over as Editor in Chief. Working with Mark Littler Hannah has amassed a broad range of whiskey knowledge and specializes in helping consumers make education driven cask investments. Hannah has authored two published works of fiction and her background in research and creative writing lets her create interesting and informative articles to give people a solid understanding of the world of whiskey.

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