The Au Vodka Sale: A Cautionary Tale of Ambition and Authenticity The proposed £500m sale of Welsh vodka brand Au to Sazerac, owner of BuzzBallz and Southern Comfort, has sparked a mix of reactions from industry insiders.
Some hail the deal as a shrewd business move, while others worry that the allure of big money may compromise the brand's signature swagger.
Au Vodka's rise to fame was built on a combination of savvy marketing and authentic enthusiasm.