Sazerac Acquires Au Vodka in Deal Valued Over £300 Million, Source Says

Privately held American spirits company Sazerac has completed the acquisition of Au Vodka, a UK-based vodka and ready-to-drink brand. A source familiar with the matter said the deal values Au Vodka at more than £300 million ($405 million), according to a Reuters report on Monday.

Strategic Expansion in the UK

The acquisition significantly strengthens Sazerac’s footprint in the United Kingdom and supports the company's ongoing global expansion. Au Vodka, which was founded in Swansea in 2015 by Charlie Morgan and Jackson Quinn, will now be part of Sazerac's extensive portfolio.

Sazerac, whose roots trace back to the 1850s, already owns more than 500 brands. Its well-known labels include Buffalo Trace Bourbon, Fireball Cinnamon Whisky, BuzzBallz, and SVEDKA Vodka.

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Context of Broader M&A Ambitions

The purchase of Au Vodka is the latest in a series of acquisitions for Sazerac this year and highlights its aggressive growth strategy. The deal follows a much larger, though unsuccessful, bid by the company to acquire its Louisville, Kentucky-based rival Brown-Forman.

Sazerac's offer to buy the Jack Daniel’s whiskey maker for $32 per share, valuing the company at about $15 billion, was rejected earlier this year. This latest transaction underscores Sazerac's continued pursuit of strategic assets to bolster its market position.