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A Swansea-based vodka brand, Au Vodka, has been bought by American drinks company Sazerac in a deal reportedly worth £300m.

The UK spirits brand, known for it’s distinctive gold bottles and flavoured vodkas, was founded in the Welsh city in 2015 by friends Charlie Morgan and Jackson Quinn.

The company has grown quickly thanks to it’s striking social media campaigns and marketing strategy, often featuring influencers and celebrities. Broadcaster and DJ Charlie Sloth also joined as an investor.

Co-founder Mr Morgan said the acquisition by the US spirits giant was “just the start of Au’s next chapter.”

“We started Au Vodka in Swansea with nothing but an idea and a belief that vodka didn’t have to be boring. Having Sazerac take the helm feels like the right and natural next step for us,” he said.

Financial terms have not been disclosed, but Reuters reported the deal values Au Vodka at about £300m ($405m).

In February, the brand welcomed Swansea City co-owner Snoop Dogg to their headquarters, where they employ more than 80 people.

Its products are sold across the UK and a number of international markets. It received an institutional growth investment from Metric Capital Partners LLP in 2022.

Meanwhile, Sazerac is one of the world’s largest distilled spirits companies, owning many well-known spirits brands including including Buffalo Trace Bourbon, BuzzBallz, Paul John Single Malt, Southern Comfort and more.

The company operates distilleries around the world, including Buffalo Trace Distillery in Kentucky, and Hawk’s Rock Distillery in County Sligo, Ireland.

Jake Wenz, Sazerac President and CEO, said Au Vodka is a brand they have “long admired.”

“What Charlie, Jackson and Charlie have achieved in just over a decade is spectacular and rare, and we have big plans for Au as we welcome the brand into the Sazerac family.

“This deal enables Sazerac to further expand our portfolio in the UK while also offering a path for continued global growth for Au,” he said.