Sazerac's acquisition of Au Vodka for £500m will earn founders Charlie Morgan and Jackson Quinn over £100m each, according to reports. The deal, which is expected to deepen Sazerac's presence in the UK, will see the owner of Southern Comfort and BuzzBallz take control of the viral Welsh vodka firm. Morgan and Quinn, who founded the company in 2015, have declined to discuss the sale, but Sazerac has confirmed the agreement in a statement to BBC Wales.
Au Vodka's rise to prominence began after the company accepted investment from DJ Charlie Sloth in2017, which brought valuable endorsements from celebrity contacts. The brand's distinctive gold bottles became a staple of poolside parties in Ibiza and Dubai, and the company developed ready-to-drink cans that kept the gold branding. The cans became one of the most popular products on the market, helping Au Vodka to become the second-largest ready-to-drink vodka brand in the UK, behind only BuzzBallz.
Despite the company's flashy image, Morgan and Quinn have taken a serious approach to business, moving quickly into the ready-to-drink market as it boomed following the pandemic. In2025, Morgan told BBC Wales News that he was expanding aggressively into the US market, with ambitions to take the brand global. However, the company has not been without controversy, and in 2025, the Advertising Standards Authority (ASA) found that Au Vodka had broken rules by inappropriately aiming an alcohol promotion at people under 18 on social media.
The sale to Sazerac will likely give Au Vodka the resources it needs to continue its expansion plans, and Morgan has previously stated that he wants to "take over the world a little bit more". With the deal expected to complete soon, Au Vodka's founders will be hoping that their brand can continue to thrive under new ownership. As for Sazerac, the acquisition will deepen its presence in the UK and give it a significant foothold in the ready-to-drink vodka market.
