Sazerac has completed its takeover of A U Vodka, the Swansea brand founded by Charlie Morgan and Jackson Quinn. reported the deal values the Welsh business at about £300m, but the financial terms were not disclosed.
Morgan said the founders started the business with “nothing but an idea and a belief that vodka didn't have to be boring”. He also said they were proud to have built it into “one of the most disruptive brands of this generation,” and added that “With Sazerac, Au can be offered to more people, in more markets, faster than we ever could alone.”
Jake Wenz and Sazerac
Jake Wenz, Sazerac’s chief executive, said the company has “big plans” for Au Vodka and called its growth “phenomenal growth trajectory”. He 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.”
The takeover adds Au Vodka to a portfolio of more than 500 brands, including BuzzBallz and Southern Comfort. Au Vodka employs more than 80 people in south Wales, making the change in ownership relevant to the brand’s base as well as to its founders.
Au Vodka in Swansea
Au Vodka was founded in Swansea in 2015 and became known for its gold packaging and viral social media campaigns. Charlie Sloth was an early investor, and the brand grew quickly after its launch.
reported that Charlie Morgan and Jackson Quinn are expected to make about £100m each from the sale. The gap between the reported £300m valuation and undisclosed financial terms leaves the structure of the consideration open, so the practical focus now is on how Sazerac turns its stated plans into action inside the brand it has just bought.
