LOUISVILLE, Ky. — Sazerac has officially added another major spirits brand to its growing global portfolio, completing its acquisition of U.K.-based Au Vodka.
The deal, which was previously announced as a binding agreement, has closed following customary completion conditions, Sazerac announced Monday. Financial terms were not disclosed.
Au Vodka has become one of the more recognizable emerging vodka brands in the U.K., particularly among younger consumers, with its distinctive gold bottles, flavored vodka lineup and expanding range of ready-to-drink products.
Headquartered in Swansea, Wales, Au employs more than 80 people and has developed a strong presence across retail, hospitality and e-commerce. Its products are sold throughout the U.K. and in a growing number of international markets.
For Sazerac, the acquisition adds another vodka and RTD brand to a diverse spirits business that includes some of the biggest names in American whiskey.
The company’s portfolio includes Buffalo Trace Bourbon, Fireball Cinnamon Whisky, Southern Comfort, Svedka Vodka, BuzzBallz, Paul John Single Malt, Myers’s Rum and Paddy’s Irish Whiskey, among numerous other brands.
“Au Vodka is a brand we’ve long admired, and it’s had a phenomenal growth trajectory since 2015,” Sazerac President and CEO Jake Wenz said. “What Charlie, Jackson and Charlie have achieved in just over a decade is spectacular and rare, and we have big plans for Au as we welcome the brand into the Sazerac family.”
Wenz said the deal strengthens Sazerac’s portfolio in the U.K. while providing Au with a platform for continued international expansion.
Sazerac has grown from roots in New Orleans and Louisville into an international spirits company through a combination of brand development, acquisitions and long-term investment.
While the newest addition is vodka rather than whiskey, the acquisition is significant for bourbon followers because of Sazerac’s extensive Kentucky whiskey holdings.
The company owns Buffalo Trace Distillery in Frankfort, home to Buffalo Trace Bourbon and sought-after whiskey brands including Eagle Rare, W.L. Weller, E.H. Taylor Jr., Stagg and the Van Winkle lineup. Sazerac also operates Barton 1792 Distillery in Bardstown.
Au Vodka was founded in Swansea in 2015 by friends Charlie Morgan and Jackson Quinn with the goal of bringing a different approach to the vodka category. The brand built its identity around its signature metallic-gold bottle, flavored expressions and a marketing strategy centered heavily on social media and culture.
“We started Au Vodka in Swansea with nothing but an idea and a belief that vodka didn’t have to be boring,” Morgan said. “We are proud to have built it into one of the most disruptive brands of this generation.”
Morgan said joining Sazerac should give the brand the resources and distribution reach needed to accelerate its expansion.
“They’re family-owned and they’ve shown that they know how to grow a brand without losing what makes it special,” Morgan said. “With Sazerac, Au can be offered to more people, in more markets, faster than we ever could alone. This is just the start of Au’s next chapter.”
The acquisition also continues Sazerac’s expansion outside traditional American whiskey. Its portfolio now stretches across bourbon, rye, Canadian whisky, Irish whiskey, Scotch and Indian single malt, along with vodka, rum, tequila, liqueurs and RTDs.
PJT Partners served as financial adviser and DLA Piper as legal adviser to Au Vodka shareholders. PwC served as financial adviser to the Au Vodka founders. Dorsey & Whitney served as legal adviser to Sazerac.
About Sazerac
With over 400 years of history, Sazerac is one of the world’s largest distilled spirits companies. Family-owned and privately held, Sazerac is now in the fourth generation of the current family ownership. Over 500 brands are part of the Sazerac portfolio, including Buffalo Trace Bourbon, Eagle Rare, Weller, The Last Drop Distillers, Fireball Cinnamon Whisky, BuzzBallz, Southern Comfort, SVEDKA Vodka, Myers’s Rum, Sazerac de Forge Cognac and Paddy’s Irish Whiskey, among many others.
Sazerac is also the steward of distilleries around the world, including Buffalo Trace Distillery in Kentucky, United States, the longest continuously operating distillery in the United States; Domaine Sazerac de Segonzac in Cognac, France; Paul John Distillery in Goa, India; and Hawk’s Rock Distillery in County Sligo, Ireland. The company also has locations in New Orleans, Montréal, London and Sydney, among others.
About Au Vodka
Founded in Swansea, Wales, in 2015 by Charlie Morgan and Jackson Quinn, with entrepreneur, broadcaster and DJ Charlie Sloth joining as an investor. Au received an institutional growth investment from Metric Capital Partners LLP in 2022 and has grown from a local start-up into one of the UK’s most recognisable spirits brands. Known for its distinctive gold bottles, bold flavours and innovative RTD range, Au Vodka has built a highly engaged global audience and a strong presence across retail, hospitality and e-commerce. The company is headquartered in Swansea, employs more than 80 people, and its products are sold across the UK and a growing number of international markets.
