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Sazerac closes deal for UK's Au Vodka amid industry slowdown

Andre Savage
Published Sep 14, 2026
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Summary:
  • Sazerac said Monday it finalized the purchase of UK-based Au Vodka as it expands its overseas portfolio.
  • The company didn't share terms; a person familiar with the deal said it tops £300 million ($404 million).
  • The closely held U.S. distiller behind Buzzballz also makes Buffalo Trace bourbon and Southern Comfort whiskey.

Deal details

Sazerac confirmed it has closed on Au Vodka, a Swansea, Wales brand launched in 2015 by Charlie Morgan and Jackson Quinn. The label built buzz with gold-colored bottles and ready-to-drink flavors like Miami Mango and Bubblegum. While Sazerac kept the price quiet in its Monday statement, a person familiar with the transaction said it is valued at more than £300 million ($404 million).

Strategic context

The purchase lands as alcohol makers face softer demand and work to unload brands that are not pulling their weight. Earlier this year, Sazerac floated a $15 billion unsolicited takeover proposal for Jack Daniel's owner Brown-Forman Corp., which was turned down. Bloomberg has reported the Brown family showed interest in a possible tie-up with Pernod Ricard SA, but those talks with the French group fell apart. Even with that rejection, Sazerac is pushing internationally while continuing to be known for Buffalo Trace bourbon and Southern Comfort whiskey.

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What it means for your portfolio

When a privately held name completes a high-profile buy while the sector is cooling, it is a reminder that distinctive brands can still command attention and fetch big checks. Between a completed acquisition and a separate unsolicited bid that went nowhere, you are seeing how dealmaking, not just sales trends, can shape where value shows up in beverage alcohol.

Diversifying thoughtfully can keep your portfolio resilient while you pursue long term goals. Our CEO Jaspreet Singh is hosting a FREE live investor workshop, How to Profit From A Dollar That's Losing its Value, on September 29th. Sign up free to join him live.

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