One of Wales’ leading brands set to be acquired in a deal worth hundreds of millions

Au Vodka is in talks with US drinks giant Sazerec

One of Wales leading brands is set to be acquired in a deal worth hundreds of millions of pounds.

Swansea-based Au Vodka, the premium vodka brand known for its iconic gold bottles, is in advanced talks with Kentucky-based drinks giant Sazarec whose brands include BuzzBallz and Southern Comfort.

According to the Sunday Times based on future performance the deal could be worth around £500m. Au Vodka was set up Charlie Morgan and Jackson Quinn. thirties. If a deal is finalised the founders, both still in their early thirties, could each receive a windfall of more than £100m.

DJ Charlie Sloth acquired a 20% stake in the company after being contacted by Morgan and Quinn.

In 2023, Au Vodka also sold a minority stake to private equity firm Metric Capital.

Au Vodka, underpinned by excellent marketing, use of social media, and celebrity product endorsement, has enjoyed huge international expansion.

Its bottles are sold in 40 countries, from Spain to Australia. It has experienced huge growth in the lucrative US market, where it has had a presence since 2022.

It has also diversified into the canned vodka market, which has supported its continued and impressive revenue growth.

Last year it opened a new £3m headquarters in at Crucible Park in Llansamlet.

Latest published audited accounts for the year to end of April, 2025, show that the business grew revenues by 27.3% to £82.7m with a pre-tax profit of £6.7m compared to £5.13m a year earlier. It has net assets of more than £33m.

Au Vodka, whose parent company is Aurous Topco, has workforce of around 80.

Au Vodka and Sazerac declined to comment.