Going for Gold: Sazerac Completes Deal to Acquire UK Powerhouse Au Vodka

The beverage industry is buzzing today as Sazerac spirit giant behind Buffalo Trace and Buzzballz has officially signed a binding agreement to acquire the wildly popular UK-based brand, Au Vodka, alongside its booming line of ready-to-drink (RTD) cocktails.

With the ink drying on the confidential agreement, the deal is expected to cross the finish line within mere weeks. Here is a look at why this acquisition is making such massive waves in the spirits and RTD markets.

The Rise of the Gold Bottle

If you have stepped into a club, browsed a liquor aisle, or scrolled through social media in the last few years, you have likely seen Au Vodka's signature solid gold bottles.

Founded in Swansea, Wales in 2015 by Charlie Morgan and Jackson Quinn and later bolstered by DJ Charlie Sloth as an investor and director Au Vodka has transformed from a regional startup into a global phenomenon. The company still operates out of Swansea with an 80-person team and successfully broke into the US market in August 2022.

What makes Au Vodka stand out?

• The Flagship & Flavours: Beyond its classic vodka, the brand boasts 11 vibrant flavoured varieties, including fan-favorites like Black Grape, Green Watermelon, Miami Mango, and Bubblegum.

• The RTD Dominance: Au's 330ml pre-mixed cans (5% ABV), featuring flavours like Tango Apple and Orange, have taken the market by storm.

• Staggering Growth: In 2025 alone, UK off-trade sales of Au's canned cocktails hit a massive £61 million 36.9% year-on-year increase that firmly secured its crown as the number one RTD brand in the UK.

• Star Power: The brand's cultural cachet is undeniable, backed by heavyweight ambassadors like boxing legend Floyd Mayweather, influencer-turned-boxer Jake Paul, and rapper Soulja Boy.

Sazerac’s Strategic Expansion

For Sazerac, this acquisition is a highly calculated play to strengthen its footprint in the UK. A market the company views as absolutely critical for its global expansion.

Au Vodka will slide seamlessly into Sazerac’s increasingly diverse portfolio, sharing shelf space with household names like Paddy’s Irish Whiskey and Svedka Vodka. More importantly, it supercharges Sazerac's RTD and youth-oriented offerings, perfectly complementing their recent strategic moves: include Buzzballz, Western Son Vodka and RTD Dirty Shirley. 

This deal also signals a strong pivot for Sazerac. Earlier this year, the company was in acquisition talks with Brown-Forman (owner of Jack Daniel’s), but after that proposal was officially rejected last month, Sazerac has clearly wasted no time redirecting its capital toward high-growth, culture-driven brands.

As Au Vodka officially joins the Sazerac family, it is clear that the UK's leading RTD brand is gearing up for its biggest chapter yet.