Founded in 2015 by Charlie Morgan and Jackson Quinn, Au Vodka evolved from a local Welsh startup into a cultural phenomenon known for its flavored spirits and ready-to-drink range. The company, which employs over 80 people, caught the attention of Sazerac through its rapid growth across retail, hospitality, and e-commerce channels. While terms of the transaction were not disclosed, the move integrates Au into a massive portfolio that already features industry staples like Buffalo Trace Bourbon, Fireball, and SVEDKA Vodka.

Sazerac President and CEO Jake Wenz praised the brand’s trajectory, noting that the acquisition provides a clear path for Au to reach new global markets. For the founders, the sale represents a strategic pivot to leverage Sazerac’s family-owned infrastructure. Morgan described the shift as a natural progression, allowing the brand to scale operations faster than it could as an independent entity. With this deal, Sazerac continues its long-term strategy of acquiring entrepreneurial brands and scaling them through its established global distribution network.