Overview: Sazerac has agreed to acquire Au Vodka, a U.K.-based brand specializing in flavored vodka and ready-to-drink cocktails. The transaction is expected to close in the coming weeks for an undisclosed amount. This move expands Sazerac’s presence in the United Kingdom while adding a top-selling canned vodka brand to its portfolio.
The Full Story
Au Vodka was founded in 2015 and is recognized for its distinctive gold packaging and fruit-forward flavor profiles. The brand offers varieties including red cherry, blue raspberry, and peach. Following the acquisition announcement, the deal adds one of the U.K.’s top-selling canned vodka brands to Sazerac’s portfolio.
Au Vodka entered the U.S. market in 2022, where it is currently available online in 35 states and in-store in eight locations. The acquisition expands Sazerac’s RTD portfolio and U.K. presence, continuing the company’s recent focus on expanding its portfolio through RTD-focused investments and brand development.
Brand & Industry History
Au Vodka was established in 2015 and built a presence in the United Kingdom before expanding into the United States in 2022. The brand’s entry into the U.S. market saw it become available online across 35 states and in physical stores within eight locations. This acquisition continues Sazerac’s recent focus on expanding its portfolio through RTD-focused investments and brand development.
What This Means
For consumers, the deal could broaden Au Vodka’s availability while giving Sazerac a stronger position in the growing RTD cocktail category. The acquisition also continues Sazerac’s recent focus on expanding its portfolio through RTD-focused investments and brand development. Major spirits companies are absorbing high-growth canned cocktail brands to secure shelf space and compete in fast-scaling convenience-driven alcohol formats.
Consumer Takeaway
This bottle or news offers the drinker access to a U.K.-based brand with an established platform for potential further expansion. The acquisition provides Sazerac a stronger position in the growing RTD cocktail category, offering consumers a broader selection of fruit-forward flavored vodka options within their preferred distribution channels.
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