US drinks giant completes purchase of viral Au Vodka brand for £300m
US drinks giant Sazerac said it has "big plans" for Au Vodka after completing a takeover reported to value the Welsh business at about £300m.
US drinks manufacturer Sazerac has finalized the acquisition of the popular Welsh vodka brand Au Vodka for roughly £300 million. The company, headquartered in Swansea, has ambitious plans for the brand, which gained notoriety for its distinctive packaging and successful social media marketing. Founded in 2015 by friends Charlie Morgan and Jackson Quinn, who were later joined by investment from DJ Charlie Sloth, Au Vodka has experienced rapid growth since its inception.
Sazerac CEO Jake Wenz praised the brand's "phenomenal growth trajectory" and expressed confidence in the brand's potential within the Sazerac family, stating that the deal would bolster Sazerac's presence in the UK and facilitate global expansion for the vodka producer. With over 80 employees in south Wales, Au Vodka has become one of the UK's most recognizable premium vodka brands, employing a diverse workforce.
The acquisition brings Au Vodka's unique, gold-colored bottles and cans to Sazerac's portfolio of more than 500 brands, alongside offerings such as BuzzBallz and Southern Comfort.
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