If you have scrolled through TikTok in the last few years, you have almost certainly seen that unmistakable gold bottle. AU Vodka has gone from a small bedroom idea in Swansea, Wales to the most followed spirits brand on TikTok, stocked in Selfridges, Harvey Nichols, and available in over 20 countries worldwide. It has been endorsed by Floyd Mayweather, Ronaldinho, and Jake Paul — who famously tattooed the AU Vodka bottle on his arm in a move that generated nearly 300,000 likes on social media alone.
But behind all the gold and the glamour, who actually owns AU Vodka? The answer involves two school friends from Wales, a BBC Radio 1 DJ who traded airtime for equity, a private equity firm, and a brand story that is one of the most remarkable in British business history.
What Is AU Vodka?
AU Vodka is a British ultra-premium vodka brand, rapidly distinguished by its signature gold bottle and a diverse range of uniquely flavoured vodkas. Founded in Swansea, Wales, the company has achieved significant growth and international recognition, appealing to a modern consumer base with its luxury branding and innovative products.
The name AU is taken directly from the periodic table — gold’s chemical symbol is Au, with atomic number 79. The brand’s identity is built entirely around that gold association: gold bottles, gold branding, gold imagery. It positions itself as a luxury product that is still accessible enough for a younger audience, which is precisely why it has exploded on social media.
AU Vodka grew revenues by 25.9% to £65.0 million in the year ended 29 April 2024. The brand achieved a compound annual growth rate (CAGR) of 413% over a two-year period, named the UK’s fastest-growing brand according to the 2023 Growth Index.
Who Owns AU Vodka?
AU Vodka is co-owned by Charlie Morgan and Jackson Quinn, each holding 400 shares. Charlie Sloth, a British DJ, owns 200 shares. The estimated combined net worth of the ownership group is approximately £150 million.
In 2023, a fourth party entered the ownership structure. In 2023, the business sold a minority stake to private equity firm Metric Capital to support further expansion.
So the full current ownership picture is: Charlie Morgan and Jackson Quinn as the two founding co-owners with the largest combined stake, Charlie Sloth as a significant minority shareholder, and Metric Capital as a private equity investor holding a minority stake acquired in 2023.
Who Owns AU Vodka — Ownership Table
| Owner / Shareholder | Role | Stake | Key Detail |
|---|---|---|---|
| Charlie Morgan | Co-Founder & Managing Director | 400 shares (largest co-owner) | Founded AU Vodka in 2015 aged 21; featured in Forbes 30 Under 30 Europe 2023 |
| Jackson Quinn | Co-Founder & Managing Director | 400 shares (equal to Morgan) | School friend of Morgan; co-founded brand from Swansea, Wales |
| Charlie Sloth | Investor & Brand Partner | 200 shares | BBC Radio 1Xtra DJ; joined in 2017; helped secure celebrity and influencer network |
| Metric Capital | Private Equity Investor | Undisclosed minority stake | London-based PE firm; invested in 2023 to fund international expansion |
| Roman Muller | Co-Founder (early stage) | Early-stage equity | Listed as a co-founder in early company filings; less active in current leadership |
The Origin Story: Two School Friends and a Gold Bottle Idea
The story of AU Vodka is one of the most refreshingly simple origin stories in the British drinks industry.
Charlie Morgan founded his premium, gold-filtered vodka brand in 2015 with his best friend from school, Jackson Quinn, in Swansea, Wales. Both men were in their early twenties. Neither had any background in the drinks industry. Their motivation, by their own account, was remarkably straightforward — they were tired of receiving the same boring bottles of vodka as birthday presents year after year, and they genuinely believed they could do better.
AU Vodka Ltd was officially incorporated on 4 March 2015, registered at CP1 Central Business Park, Swansea Vale, Swansea, Wales.
They started with just 2,000 bottles, selling to a handful of bars around Swansea. The distinctive gold bottle — designed to stand out on a shelf and be instantly recognisable on social media — was the brand’s very first strategic decision, and it turned out to be the right one.
How Charlie Sloth Changed Everything
The single most important moment in AU Vodka’s early growth story was not a product launch or a sales milestone — it was a conversation with a BBC Radio 1 DJ.
In 2017, the pair sold a stake in their fledgling business to DJ and then-Radio 1Xtra presenter Charlie Sloth. In return, Sloth got AU’s products into the hands of musicians, celebrities, and influencers who helped grow the brand’s appeal on social media.
Charlie Sloth is an English DJ and radio presenter, best known for his work on BBC Radio 1, where he hosted a number of shows including the prestigious “Fire In The Booth” series. He began his career in radio in 2004.
The impact was immediate and enormous. “Things really blew up for us in 2019 when Charlie came on board,” the founders said. “Charlie helped us get endorsements from UK rappers and celebrities, including the likes of Headie One, Chip, and Nines.”
Charlie Sloth did not just bring money to the table — he brought a network that money could not buy. And that network turned AU Vodka from a small Welsh drinks brand into a cultural phenomenon across UK music, sport, and entertainment.
The Celebrity Endorsement Machine
Once Charlie Sloth opened the door to the celebrity world, AU Vodka walked through it — and never looked back.
The brand has gained celebrity endorsements from figures like Ronaldinho and Floyd Mayweather. Jake Paul’s £200,000 tattoo of the AU Vodka bottle generated 290,000 likes, demonstrating the power of celebrity influence on digital platforms. Promotional events, such as a gold Lamborghini giveaway, attracted considerable attention and engagement.
AU Vodka is the official vodka of the British Fashion Council and is sold in over 20 countries around the world. The brand has become a favourite among celebrities and influencers.
AU Vodka is now the most followed spirits brand on TikTok. That is not a small title to hold. The global spirits industry includes some of the most recognised brand names in history — and a Welsh vodka company founded by two twenty-somethings with a gold bottle sits at the very top of the social media rankings.
The Metric Capital Investment and US Expansion
By 2023, AU Vodka had outgrown its Swansea roots and needed serious capital to fund what came next.
In 2023, the business sold a minority stake to private equity firm Metric Capital to support further expansion. Metric Capital is a London-based growth equity firm that specialises in consumer brands — and investing in AU Vodka was a clear bet on the brand’s international ambitions.
They are now expanding into the U.S., where they have signed a deal with distributor RNDC. They have sold over 1.6 million bottles — or three bottles per minute.
The US launch is the biggest move in AU Vodka’s history since the Charlie Sloth partnership. RNDC (Republic National Distributing Company) is one of the largest alcohol distributors in America, meaning AU Vodka now has access to a distribution network that covers virtually every state in the country.
The Financial Story: Soaring Sales, Squeezed Profits
AU Vodka’s financial story in 2024 is a tale of two numbers — one impressive, one concerning.
The Swansea-based business grew revenues by 25.9% to £65.0 million in the year ended 29 April 2024, but saw operating profits tumble 95.1% to £5.1 million, newly filed accounts at Companies House showed. The decline was driven by an 83.2% leap in administrative expenses — to £13.5 million — and exceptional costs of £3.9 million over the period. These included £3.7 million attributed to excess inventory provisioning in relation to excess stock levels compared to past, current, and forecasted rates of sale.
In plain terms: AU Vodka ordered too much stock in anticipation of sales that did not fully materialise at the expected pace — a classic growing pain for a fast-scaling consumer brand. Revenue kept climbing strongly, but the overstocking cost ate deeply into profit margins.
The 2024 Rich List stated the company was now worth £56 million, with co-founder Charlie Morgan listed as one of the richest people aged under 40 in Wales.
Frequently Asked Questions (FAQs)
Q1. Who owns AU Vodka in 2026?
AU Vodka is co-owned by founders Charlie Morgan and Jackson Quinn, with DJ Charlie Sloth and private equity firm Metric Capital also holding minority stakes.
Q2. When was AU Vodka founded?
AU Vodka was officially incorporated on 4 March 2015 in Swansea, Wales, by Charlie Morgan and Jackson Quinn.
Q3. Why is it called AU Vodka?
AU is the chemical symbol for gold on the periodic table (atomic number 79), reflecting the brand’s iconic gold bottle and luxury positioning.
Q4. How much is AU Vodka worth?
The 2024 Sunday Times Rich List valued AU Vodka at approximately £56 million, with the combined owner net worth estimated at around £150 million.
Q5. How did Charlie Sloth become an owner of AU Vodka?
Charlie Sloth invested in AU Vodka in 2017, buying a stake in exchange for using his celebrity connections to get the brand in front of UK rappers, musicians, and influencers.
Q6. Who is the private equity investor in AU Vodka?
Metric Capital, a London-based growth equity firm, acquired a minority stake in AU Vodka in 2023 to help fund its international and US expansion.
Q7. How much revenue does AU Vodka make?
AU Vodka reported revenues of £65 million for the fiscal year ended 29 April 2024, representing 25.9% growth year-over-year.
Q8. Is AU Vodka available in the United States?
Yes. AU Vodka launched in the US through a partnership with RNDC (Republic National Distributing Company), one of America’s largest alcohol distributors.
AU Vodka is privately owned by Charlie Morgan and Jackson Quinn — two school friends from Swansea, Wales who launched the brand in 2015 with 2,000 gold bottles and a determination to shake up the UK spirits market. BBC Radio 1 DJ Charlie Sloth became a significant minority shareholder in 2017 after trading his celebrity network for equity — a partnership that transformed the brand’s reach across music, sport, and social media. In 2023, London-based private equity firm Metric Capital acquired a minority stake to fund international growth, including a major push into the United States.
The brand now generates over £65 million in annual revenue, is stocked in Selfridges and Harvey Nichols, sells in more than 20 countries, holds the title of the most followed spirits brand on TikTok, and is backed by endorsements from Floyd Mayweather, Ronaldinho, and Jake Paul. From a Swansea bedroom to a global gold standard — AU Vodka’s ownership story is one of the best in British business.
