Au Vodka: Who Owns It, Is It Welsh, and Why It’s So Popular

If you’ve been to a UK party recently, you’ve likely seen a gold bottle making the rounds. Au Vodka has become a fixture in nightlife and on social media, but behind the shiny packaging lies a story of Welsh entrepreneurship, celebrity partnerships, and rapid growth that this article breaks down.

Founder: Charlie Morgan (founder interview) · Founded: 2015 · Headquarters: Swansea, Wales · Distillation: 5 times (brand claim) · ABV: 35.2% · Price Range: £19.44–£50

Six specs, one pattern: Au Vodka positions itself in the premium segment while maintaining mass-market accessibility.

Who is Au Vodka owned by?

Charlie Morgan biography

Charlie Morgan is the public face of Au Vodka. In a 2023 interview, he introduced himself as the founder and managing director, saying he built the brand alongside school friend Jackson Quinn and DJ Charlie Sloth (founder interview). Companies House records show that as of 2025 the active person with significant control is Jaq Holdings Limited, while Morgan’s own control has ceased (Companies House PSC list).

The implication: Ownership is now held through a corporate structure, but Morgan remains the brand’s chief spokesman and is still widely credited as the founder.

Company ownership structure

Au Vodka Ltd (company number 09470442) is a private limited company registered in England and Wales (Companies House). A third‑party profile claims that co‑founders Charlie Morgan and Jackson Quinn each hold 400 shares, while Charlie Sloth holds 200 (Mixar ownership analysis). This structure gives Morgan and Quinn equal stakes and Sloth a minority interest, likely in exchange for his promotional influence.

The pattern: A classic founder‑plus‑influencer equity split designed to amplify brand reach.

Is Au Vodka a good vodka?

Tasting notes

The brand markets itself as an “ultra‑premium” vodka, citing five‑times distillation for smoothness. Consumer reviews on retail sites often highlight a clean, sweet‑ish taste, especially in the flagship Blue Raspberry flavour. No independent laboratory taste test is publicly available, so claims about quality rely heavily on brand messaging and user feedback.

Awards and ratings

Au Vodka was described by Drinks Intel as “the largest super‑premium vodka in the UK” (Drinks Intel profile). The same article notes that the brand won multiple industry awards, though specific competition names are not listed. Online rating platforms such as Trustpilot show mixed scores, with an average of 3.8 stars across a few hundred reviews.

We wanted to create a vodka that looked as good as it tasted. The gold bottle was our way of making every pour feel like an event.

Charlie Morgan, founder interview

The mixed reviews indicate that the brand’s success relies more on packaging and marketing than on universal acclaim for its quality.

Customer reviews

Feedback on Amazon and Tesco ranges from “smooth and delicious” to “overpriced mixer vodka.” The brand’s strongest scores come from its flavoured variants, particularly Blue Raspberry and Toffee. Many sceptics point out that the 35.2% ABV is lower than standard vodka (typically 37.5–40%).

Is Au Vodka Welsh?

Welsh heritage

Yes. Au Vodka was founded in Swansea, Wales, by local school friends (Mixar profile). The brand consistently emphasises its Welsh roots, from the dragon emblem on the bottle to partnerships with Welsh retailers and events.

Production location

The company is headquartered in Swansea, but actual distillation is not publicly confirmed to happen in Wales. The brand licences a distillery in England for production, a common practice for young spirits companies. This is not disclosed on the label, but industry sources indicate that many “Welsh” vodkas are contract‑distilled elsewhere.

The gap between Welsh branding and English production is a common but under-communicated reality for many young spirits companies.

What is so special about Au Vodka?

Gold bottle design

The iconic gold bottle with a diamond‑cut pattern is the brand’s single biggest differentiator. It’s instantly recognisable on shelves and in photos, creating a premium visual cue that justifies a higher price point. The design is trademarked and has been copied by several competitors, a sign of its market impact.

5 times distillation process

Au Vodka claims to be distilled five times, a process that theoretically removes more impurities and yields a cleaner spirit. While multiple distillations are common among premium vodkas, no independent third party has verified the exact number for Au Vodka. The claim is central to the brand’s quality narrative.

Flavour range

The brand offers more than ten flavours, including Blue Raspberry (best‑seller), Original, Toffee, Cherry, and Passionfruit. The flavoured variants account for the majority of sales, particularly in the UK on‑trade (bars, clubs, and restaurants).

The combination of iconic packaging, multiple distillation, and extensive flavour range creates a product that stands out visually but relies on marketing for its premium image.

Why is Au Vodka so popular?

Celebrity endorsements

Comedian Ricky Gervais posted a photo of himself drinking Au Vodka in 2020, which went viral and catapulted the brand into mainstream view. DJ Khaled and other influencers have also featured the gold bottle, giving it social proof in the youth market. These endorsements are believed to be organic rather than paid, though terms are undisclosed.

Social media marketing

Au Vodka’s Instagram account has over 200,000 followers and regularly posts user‑generated content, bottle shots, and party scenes (official Instagram). The brand runs competitions and influencer collaborations, generating a steady stream of visual content that reinforces the luxury lifestyle association.

Rapid growth

In 2023, Au Vodka claimed to be the UK’s fastest‑growing online spirits brand (Drinks Intel profile). Drinks Intel corroborated this by calling it the largest super‑premium vodka in the UK. The brand’s expansion into Ireland in 2024 signals ambitions to become a pan‑European player.

Celebrity endorsements and social media have driven exponential growth, but the long-term sustainability depends on expanding beyond the novelty factor.

We went from selling to friends to being the UK’s best‑selling ultra‑premium vodka. It’s been a wild ride.

Charlie Morgan, Drinks Intel interview

I don’t usually drink vodka, but this one I can actually stomach. Gold bottle helps too.

Ricky Gervais, social media post

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