Sazerac seals deal to acquire UK spirits brand Au Vodka
Sazerac expands its UK portfolio as premium vodka and RTD competition intensifies.
UK – American drinks giant Sazerac has entered into a binding agreement to acquire UK vodka and ready-to-drink (RTD) brand Au Vodka, strengthening the global spirits company’s position in the UK as competition intensifies across premium spirits and flavoured alcoholic beverages.
The transaction remains subject to customary completion conditions, with completion expected in the coming weeks. Financial terms have not been disclosed.
Founded in Swansea, Wales, in 2015 by Charlie Morgan and Jackson Quinn, Au Vodka has developed from a local start-up into one of the UK’s better-known contemporary spirits brands.
Entrepreneur, broadcaster and DJ Charlie Sloth later joined the company as an investor.
The brand has built its identity around distinctive gold packaging, flavoured vodka and a growing range of RTD products.
Its portfolio has helped Au Vodka establish distribution across retail, hospitality and e-commerce, while expanding beyond the UK into international markets.
The company currently employs more than 80 people and has continued to build its presence as younger consumers increasingly embrace flavour-led spirits and convenient premixed alcoholic drinks.
Sazerac targets UK growth
For Sazerac, the acquisition provides an opportunity to add a fast-growing, digitally driven brand to its extensive spirits portfolio while deepening its position in a strategically important market.
“Sazerac works continuously to grow its business by investing in brands and building out its portfolio globally to connect with consumers,” the company said in a statement.
“The United Kingdom is an important market for Sazerac, and this opportunity enables the company to deepen its presence in the UK.”
Au Vodka will join a portfolio of more than 500 spirits brands, including Buffalo Trace Bourbon, Eagle Rare, Weller, Fireball Cinnamon Whisky, BuzzBallz, Southern Comfort and SVEDKA Vodka.
RTDs reshape spirits growth
The deal comes as ready-to-drink (RTD) beverages continue to be one of the fastest-growing segments in the global spirits industry, with major producers increasingly investing in convenience-led formats, flavour innovation and brand-led premiumisation.
In 2024, Diageo expanded its RTD portfolio in the US with new extensions to its Smirnoff Ice and Captain Morgan canned cocktail ranges, targeting younger legal-drinking-age consumers seeking lower-ABV, portable formats.
The company has also continued to scale its RTD partnership with Coca-Cola for canned Jack Daniel’s & Coca-Cola, which has been rolled out across multiple international markets.
Similarly, Pernod Ricard has accelerated its RTD strategy through the global expansion of Absolut Vodka & Sprite RTDs, following strong performance in European test markets.
The company has also invested in tequila-based RTDs under its Altos brand, reflecting growing demand for agave-based ready-to-drink cocktails.
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