Spirits powerhouse Sazerac has announced the successful completion of its acquisition of Au Vodka, a deal reportedly valuing the UK-based vodka and ready-to-drink brand at over £300 million ($405 million). This strategic move by the privately held American company is poised to significantly strengthen its presence in the United Kingdom market as it continues its ambitious global expansion efforts. Sazerac, a leading spirits company, owns and distributes an extensive portfolio of over 500 brands globally, making it a key player in the beverage alcohol industry.
With roots tracing back to the 1850s and privately owned by the Goldring family, Sazerac has been pursuing an aggressive growth strategy throughout the current year. Its diverse stable of brands includes well-known names such as Buffalo Trace Bourbon, BuzzBallz, Fireball Cinnamon Whisky, and SVEDKA Vodka. Beyond the Au Vodka acquisition, the company has secured several other brands this year, while also pursuing a much larger, albeit unsuccessful, bid to purchase its Louisville, Kentucky neighbour, Brown-Forman. That offer, which valued the Jack Daniel’s whiskey maker at approximately $15 billion at $32 per share, was ultimately rejected by the target company.
Au Vodka, the newly integrated brand, was co-founded in 2015 by friends Charlie Morgan and Jackson Quinn in Swansea, quickly establishing itself as a popular UK-based purveyor of vodka and ready-to-drink products. The addition of Au Vodka to Sazerac’s extensive portfolio underscores the American giant’s commitment to broadening its international market footprint, particularly within the dynamic European spirits landscape, and capitalising on successful regional brands. This acquisition reinforces Sazerac’s strategic direction towards global market dominance.
