Au Vodka in advanced talks for £500 million sale to Sazerac

Swansea-based Au Vodka is reportedly in advanced talks for a £500 million sale to Sazerac, the company behind Southern Comfort and BuzzBallz. The deal, first reported by Sky News, could significantly reward the founders, Charlie Morgan and Jackson Quinn, with each expected to earn over £100 million.

The discussions come as Au Vodka continues to thrive in the competitive spirits market. Founded in 2015, the company has gained a strong following, particularly among younger consumers. Morgan and Quinn initially attracted attention after securing investment from celebrity DJ Charlie Sloth, which helped boost their brand visibility. Their distinctive gold bottles became a fixture at parties in hotspots like Ibiza and Dubai, and the company expanded into ready-to-drink cans, quickly becoming a top player in the UK.

The founders have a unique backstory that adds to their brand's appeal. Morgan, who was once a ball boy for Swansea City, gained notoriety in 2013 when Chelsea's Eden Hazard kicked him during a match. This incident sparked widespread debate and has since become a part of Morgan's narrative. A decade later, he and Hazard reunited in a lighthearted YouTube video to reflect on the moment. Despite the glitz associated with their brand, Morgan and Quinn have remained focused on growth, recently stating their ambition to expand aggressively into the U.S. market.

If the sale proceeds, it could mark a significant shift for Au Vodka, allowing it to leverage Sazerac's extensive distribution channels. This move would not only solidify the brand's presence in the alcohol market but also highlight the growing trend of celebrity-backed beverages. As the deal unfolds, it will be interesting to see how Au Vodka evolves under new ownership and whether it can achieve its goal of becoming a household name in more markets.