Sazerac completes acquisition of UK vodka and RTD brand Au Vodka

  • Sazerac completed its acquisition of UK vodka and RTD brand Au Vodka.
  • Au Vodka was valued at more than £300 million, according to a source familiar with the deal.
  • Sazerac’s rejected Brown-Forman bid valued the Jack Daniel’s maker at about $15 billion.

Sazerac has completed its acquisition of Au Vodka, a Swansea-based UK vodka and ready-to-drink brand, in a transaction valued at more than £300 million ($405 million), according to a source familiar with the matter. The terms had not previously been disclosed. Founded in 2015 by friends Charlie Morgan and Jackson Quinn, Au Vodka is known for its gold bottles, flavored vodka portfolio and expanding RTD range. The brand will join Sazerac’s portfolio of more than 500 brands, including Buffalo Trace Bourbon, BuzzBallz, Fireball Cinnamon Whisky and SVEDKA Vodka. The acquisition strengthens Sazerac’s presence in the UK as the privately held, Goldring family-owned company expands globally. Sazerac has also pursued a much larger acquisition of Brown-Forman, offering $32 per share for the Jack Daniel’s whiskey maker at a valuation of about $15 billion, but Brown-Forman rejected the bid.

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