British vodka brand Au Vodka is reportedly nearing a £500m sale to US drinks giant Sazerac, the owner of BuzzBallz and Southern Comfort.
Sazerac has confirmed to the BBC that it has agreed to buy the Swansea-based business, although the company has yet to formally announce the deal itself. Sky News first reported that the two sides were in advanced talks, with the transaction understood to be worth as much as £500m when future payments are included.
For Sazerac, the acquisition would further strengthen an already substantial UK operation. Sazerac UK says it ranks among the top 10 spirits companies in the UK, with a portfolio that includes Buffalo Trace, Southern Comfort and Fireball, as well as partner brands such as Antica Sambuca, Tequila Rose and Warner’s.
Its UK presence has also expanded rapidly in the RTD market through BuzzBallz, which has become one of the category’s leading brands. The addition of Au Vodka would give Sazerac another fast-growing brand with a strong position among younger adult consumers and significant international growth potential.
Founded by Charlie Morgan and Jackson Quinn in 2015, Au Vodka has grown rapidly from a high-proof spirits producer into a major player in the UK RTD vodka market.
The brand is known for its distinctive gold bottles and strong social media and celebrity-led marketing strategy. It has also expanded into RTD cans, which have become a key part of its portfolio as the canned cocktail market has grown.
According to the BBC, Au Vodka became the UK’s second-largest RTD brand behind BuzzBallz, highlighting the scale of the two businesses’ presence in the category.
The company has also expanded internationally, particularly in the US, where it has been targeting younger legal-drinking-age consumers and building distribution.
Au Vodka sold a minority stake to private equity firm Metric Capital in 2023, while its growth has attracted attention from other drinks companies. Sky News reported that a number of trade players had expressed interest in the business over the past year.
The prospective Sazerac deal is understood to value Au Vodka at up to £500m, with the two founders expected to receive more than £100m each. It remains unclear whether Morgan and Quinn would retain roles in the business following completion.