Jackson and Charlie, two entrepreneurial school friends, identified a unique opportunity in the vodka market for a distinctive and disruptive brand tailored to the new generation. Amidst a sea of clear and frosted vodka bottles, especially in the premium segment, nothing truly stood out. They envisioned a premium vodka brand synonymous with success, aimed at shaking up the status quo of the market. After months of meticulously aligning their values with their branding, the iconic gold Au Vodka bottle was born in the small town of Swansea, Wales.

The Result: An award-winning, exceptionally smooth, and five-times distilled premium vodka, now known as Au Vodka Original. This remarkable vodka quickly gained local traction, with early supporters all agreeing on one thing: this was more than just a bottle of vodka—it was a symbol of success.

The goal from here was clear: place the Gold Bottle in the hands of every influential person within the urban scene. Hundreds of direct messages were sent to key individuals, one of which would change the brand's trajectory forever. This pivotal message was sent to Charlie Sloth, a world-renowned international urban DJ who has been instrumental in the growth of the UK's urban scene over the last 20 years.

Upon seeing the DM from Jackson and Charlie, Sloth immediately connected with their branding and values. Given his significant role in the urban scene, Charlie brought an extensive contact list and deep urban knowledge, combining it with Jackson and Charlie's branding and entrepreneurial spirit to dominate the UK market. Charlie Sloth joined as an investor and director, and the rest is history.

As the growth of the original vodka began to plateau, the team worked on a flavoured vodka, a concept largely unheard of at the time. However, staying true to Au's disruptive marketing values, they embraced the risk of bringing a flavoured vodka to market—a risk they were always willing to take.

In a market saturated with plain flavoured vodkas, Au Vodka introduced their first flavour, Black Grape. The liquid boasts a vibrant purple colour, matching the cap on the bottle. To launch the product, Au collaborated with UK rapper Fredo for a photoshoot featuring high-end jewellery, flashy cars, and a key figure from the urban scene. The great-tasting flavor and rich purple hue, combined with a campaign that embodied Au's core values, propelled the brand to unprecedented heights. Au Vodka quickly became the most engaged vodka brand globally, surpassing one million social media followers in rapid succession.

In 2020, Au achieved a turnover of £700k—a remarkable feat for such a new brand. The following year, the launch of Black Grape caused a frenzy in the UK, catapulting their turnover to £38M and establishing Au as one of the fastest-growing brands in the country. Au's reputation for disruptive marketing includes memorable stunts such as Jake Paul receiving an Au tattoo, Gucci Mane endorsing Blue Raspberry, and a gold-wrapped Lamborghini giveaway in 2022. In 2023, Au was awarded the title of the fastest-growing brand in the UK, and the brand continues to accomplish remarkable feats.

In August 2022, responding to overwhelming consumer demand, Au launched in the United States, selling 50,000 bottles in the first week. This immediate success led to the establishment of an office in Atlanta, GA, as Au began to replicate its UK growth in the US. Au is now available online in 35 states and in stores in 8 states. As in the UK, rapid growth is planned in the US, with the number of states set to increase soon, along with new and exclusive flavors, merchandise, and unique glassware. With the expansion of flavors, Au will introduce some of the hottest urban personalities and artists, so keep an eye out—Au will soon be available near you.

As of April 2023, we are officially available in all major supermarkets and wholesalers, including the Big 4.

Our newest flavour Strawberry Burst was the 11th edition to our core bottle range.

We're not stopping here. Our mission continues...