Sazerac acquires Au Vodka for more than £300 million, source says

• Au Vodka, founded in 2015 in Swansea by Charlie Morgan and Jackson Quinn, produces vodka and ready-to-drink beverages
• The acquisition valued at more than £300 million ($405 million) is one of several brand purchases Sazerac has made this year
• Sazerac, owned by the Goldring family since the 1850s, also made an unsuccessful $32 per share offer for Brown-Forman (Jack Daniel's maker) in 2024

Sazerac Acquires Au Vodka for Over £300 Million

Key Transaction Details:

U.S.-based spirits company Sazerac completed its acquisition of Au Vodka, a UK vodka and ready-to-drink brand, in a deal valued at more than £300 million ($405 million), according to a source familiar with the matter. The transaction was announced on September 14.

Companies Involved:

• Sazerac: A privately held American spirits company owned by the Goldring family, with roots dating back to the 1850s. The company maintains a portfolio of over 500 brands including Buffalo Trace Bourbon, Fireball Cinnamon Whisky, BuzzBallz, and SVEDKA Vodka.
• Au Vodka: Founded in 2015 in Swansea by Charlie Morgan and Jackson Quinn, the UK-based brand specializes in vodka and ready-to-drink beverages.

Strategic Context:

The acquisition represents part of Sazerac's active M&A strategy in 2024, having completed several brand acquisitions throughout the year. The deal strengthens Sazerac's presence in the UK market as the company pursues global expansion. Notably, Sazerac also made headlines this year with a $32 per share offer to acquire Brown-Forman, the maker of Jack Daniel's whiskey and a Louisville, Kentucky neighbor.

Market Implications:

The transaction signals continued consolidation in the spirits industry, with major players actively acquiring premium and craft brands to diversify portfolios and expand geographic reach. Sazerac's willingness to pay over £300 million for a relatively young brand (founded in 2015) underscores the strong valuations in the premium vodka and ready-to-drink segments.