𝓤𝓷𝓲𝓽𝓮𝓭 𝓝𝓮𝔀𝓼

American beverage giant Sazerac is set to acquire Au Vodka, the viral Welsh drinks company famous for its flavoured spirits and metallic gold bottles.

Reports suggest the transaction values the firm at approximately £500 million, with co-founders Jackson Quinn and Charlie Morgan expected to pocket around £100 million each from the deal, according to Sky News.

Morgan previously made headlines in 2013 as the Swansea City ballboy kicked by Eden Hazard during a League Cup semi-final match.

Sazerac, which also produces popular pre-mixed cocktail brand BuzzBallz, confirmed on Monday that it has entered into a “binding agreement” to buy the Swansea-based producer.

The group added that the acquisition will enable it to deepen its presence in the UK.

The move is still subject to regulatory conditions and is expected to complete “within weeks”, the US firm said.

Au Vodka was founded by Mr Morgan and Mr Quinn in 2015, before expanding with backing from DJ Charlie Sloth.

The company saw growth accelerate rapidly in recent years through its strong social media presence and endorsements from celebrities, such as Floyd Mayweather.

The company, which employs more than 80 people, saw its turnover jump by 27.3% to £82.8 million in the year to April 2025, according to its latest set of company accounts.

It also reported a £5 million pre-tax profit, according to the accounts.

In September, a number of AU Vodka TikTok and Facebook posts were banned for targeting under-age teenagers, the regulator said.

A TikTok post by social media influencer Lucinda Strafford in June showed her filling a large gold-coloured vending machine which featured the Au Vodka logo with cans of Au Vodka Juicy Peach, before she took a sip from one of the cans and said: “That is so good.”

Accompanying text read “an actual DREAM OMG [hearts emoji] [peach emoji] unlimited Juicy Peach cans [smiling face with tears emoji] & I can keep it?! @Au Vodka ad”.

A paid-for Facebook post in June showed a video of influencer Kai Cenat opening a box containing a bottle of Au Vodka and drinking, before accompanying text read: “Haven’t Tried Au Vodka Yet? Secure The Taste Of The Summer, Au Vodka Juicy Peach [peach emoji] Essences of summer in every sip. [palm tree emoji] Shop Now Pay Later Available [credit card emoji].”

Another Facebook post in April showed a woman saying “you need to try this” before she held a bottle of Au Vodka Juicy Peach to the camera.

The Advertising Standards Authority (ASA) received one complaint that the first ad was inappropriately targeted at people under 18 years of age and the second and third ads featured someone who was, or seemed to be, under 25 years of age.

Under UK advertising rules, ads for alcoholic drinks or ads that featured or referred to alcoholic drinks must not be directed at people under 18 years of age, and no media should be used to advertise alcoholic drinks if more than 25% of the audience is under 18 years of age.

Further, people shown drinking or playing a significant role in ads for alcoholic drinks must not be, or seem to be, under 25 years of age.

The ASA said it therefore expected to see evidence that Au Vodka had taken appropriate steps to limit the likelihood of children or young people seeing their ads.