Sazerac Expands Global Reach with Au Vodka Acquisition

Founded in 2015 by friends Charlie Morgan and Jackson Quinn, Au Vodka has rapidly scaled its presence, catching the attention of one of the industry's most prolific buyers. The transaction adds the UK brand to a massive catalog that already includes Fireball Cinnamon Whisky, Buffalo Trace Bourbon, and SVEDKA Vodka.

For Sazerac, the move is part of a broader push to consolidate its influence across global markets. The company, owned by the Goldring family, has been highly active this year, acquiring several brands even as it pursued a failed $15 billion bid for Louisville neighbor Brown-Forman. With this latest purchase, Sazerac solidifies its position as a dominant force in the spirits sector, leveraging the growth potential of Au Vodka’s ready-to-drink offerings to complement its existing portfolio of over 500 labels.