The Swansea-based spirits company Au Vodka is being purchased by Sazerac, a major beverage conglomerate that also owns Southern Comfort and the canned cocktail brand BuzzBallz. The reported acquisition value stands at £500m, with co-founders Charlie Morgan and Jackson Quinn set to receive individual payouts exceeding £100m each.
Morgan and Quinn established Au Vodka in 2015 and grew the company into a significant player in the UK ready-to-drink market. The distinctive gold-colored bottles became particularly popular in holiday destinations, garnering endorsements from various celebrities and public figures. After launching their vodka product, the founders secured investment from DJ Charlie Sloth, whose industry connections provided valuable promotional opportunities. Notably, YouTube personality Jake Paul featured the brand in a publicity campaign, while the product became prevalent at upscale venues in locations such as Ibiza and Dubai.
The company subsequently expanded into ready-to-drink canned cocktails featuring the same gold branding, which became among the market’s leading products. By 2025, Au Vodka had established itself as the second-largest player in the UK ready-to-drink alcohol sector, trailing only BuzzBallz. The company constructed new headquarters in Swansea on an industrial estate, converting an office building into a distinctive showcase featuring a parking area with gold-wrapped vehicles and a nine-hole miniature golf course.
Morgan gained initial public attention at age 17 when an incident involving Chelsea player Eden Hazard drew media scrutiny during a 2013 cup match. In recent years, Morgan has focused on expanding Au Vodka’s international presence, particularly pursuing growth in the United States market. The company faced regulatory action in 2025 when the Advertising Standards Authority determined that Au Vodka had violated advertising guidelines through social media promotion practices deemed inappropriate for reaching underage audiences, resulting in a ban of the content.
Sazerac stated that the acquisition would enable the company to strengthen its commercial position in the United Kingdom market. Both founders have declined to provide additional commentary regarding the transaction details.
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