What Au Vodka does

Au Vodka is a privately-held British ultra-premium vodka brand founded in 2016 and headquartered in London. Its core product is a five-times distilled vodka produced from English countryside grain blended with spring water and purified via high-pressure filtration, sold in a 70cl Original plus a portfolio of 11+ flavored variants (Red Cherry, Strawberry Burst, Blue Raspberry, Pink Lemonade, Bubblegum, Pineapple Crush, Green Watermelon, Black Grape, Juicy Peach, Fruit Punch, Cosmic Berries) alongside dessert-inspired (Strawberry Milkshake, Vanilla Ice Cream) and specialty SKUs (Double Espresso Coffee Liqueur). The company manufactures, markets, and distributes its own brand directly, with no disclosed parent or institutional investor.

The business model combines one-time bottle and bundle sales with a growing ready-to-drink (RTD) canned range — signature pre-mixed, ultra, cocktail, and 0% cans — which launched in 2022 and became the largest product category by 2025. A monthly subscription product (Au Vodka Monthly Cocktail Subscription, £44.99/month) layers recurring revenue on top of the predominantly transactional mix, and personalised engraved bottles, limited edition drops (Miami Mango, football editions), glassware, and branded merchandise extend the average order value. Distribution is anchored on owned direct-to-consumer e-commerce across eight country storefronts (UK, US, Australia, Denmark, France, Germany, Netherlands, Ireland) with a Tapcart-powered mobile app, supplemented by wholesale/export and on-trade hospitality partnerships.

Go-to-market relies heavily on celebrity ambassadors (Floyd Mayweather, Jake Paul, Gucci Mane, Ronaldinho, Charlie Sloth, Soulja Boy, Fredo, Tipsy Bartender), social-first content, a tiered Gold Gang loyalty programme, and strategic co-branded collaborations — most notably the Au Vodka x Tango RTD line, which sold 3 million units within three days of launch. Disclosed turnover grew from approximately £100,000 in 2019 to over £36 million in 2020, with the company now employing 51–100 staff and actively expanding its US RTD supply chain.

Name

Au Vodka

Legal name

Au Vodka

Website

https://auvodka.co.uk/

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Au Vodka is a privately-held British ultra-premium vodka brand founded in 2016 that manufactures five-times distilled vodka, flavored bottles, and ready-to-drink cans, selling primarily through direct-to-consumer e-commerce across eight countries with celebrity-driven marketing.

Ownership category

akta.pro rank

Product category

Premium Spirits (Vodka)

NAICS

Distilleries (312140), Beverage Manufacturing (3121), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE), Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

Keywords

• Premium vodka
• Flavored spirits
• Ready-to-drink cocktails
• Vodka merchandise
• Direct-to-consumer spirits

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Vodka Bottle Sales: Core revenue stream from selling 70cl vodka bottles in 16+ unique flavours including Original, Blue Raspberry, Strawberry Burst, Red Cherry, Pink Lemonade, Bubblegum, Pineapple Crush, Black Grape, Green Watermelon, Fruit Punch, Juicy Peach, Cosmic Berries, Miami Mango, Strawberry Milkshake, Vanilla Ice Cream, and Double Espresso Coffee Liqueur.
2. Pre-Mixed RTD Cans: Ready-to-drink canned products including signature pre-mixed cans, ultra cans, cocktail cans, and 0% cans. RTD cans launched in 2022 became the largest product category by 2025.
3. Monthly Cocktail Subscription: Monthly subscription box delivering a 70cl bottle of Au Vodka each month along with ingredients to make at least 4 serves of a cocktail recipe.
4. Merchandise and Glassware: Sale of branded merchandise including clothing, barware, accessories, and branded glassware products.
5. Personalised and Gift Products: Engraved personalised bottles, gift sets, and bundles for gifting occasions.
6. Wholesale and Export: Wholesale and export partnerships for distribution through other retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Au Vodka manufactures and sells an ultra-premium British vodka that is five-times distilled from English-countryside grain, blended with spring water, and finished through high-pressure filtration. The portfolio comprises 70cl vodka bottles in 16+ flavours, ready-to-drink (RTD) canned cocktails, a monthly cocktail subscription, personalised engraved bottles, glassware, and branded merchandise, sold primarily direct-to-consumer through owned e-commerce storefronts.

Product overview

Au Vodka is an ultra-premium British vodka brand founded in 2016, offering a diversified portfolio of five-times distilled vodka products. The core offering comprises the signature vodka (Original) plus 11+ flavored variants in 70cl bottles, including fruit flavors (Red Cherry, Strawberry Burst, Pink Lemonade, Bubblegum, Pineapple Crush, Green Watermelon, Blue Raspberry, Black Grape, Juicy Peach, Fruit Punch, Cosmic Berries), specialty spirits (Double Espresso Coffee Liqueur), and milkshake-inspired flavors (Strawberry Milkshake, Vanilla Ice Cream). The company expanded into Ready-to-Drink (RTD) products in 2022, which became their largest category by 2025, including Signature Pre-Mixed Cans, Ultra Cans, Cocktail Cans, and the successful Au Vodka x Tango collaboration. Additional offerings include a Monthly Cocktail Subscription service, personalised and engraved bottles, limited edition seasonal releases (Miami Mango, Football Editions), glassware collection, branded merchandise, and various bundle/gift options. The portfolio is distributed through the e-commerce storefront with a Gold Gang loyalty programme.

Differentiator

Problem solved

Functional benefit

Products and services

• Au Vodka Core Range Ultra-premium British vodka, five-times distilled from grain grown in the English countryside, blended with spring water and filtered for purity. Available in Original and 11+ flavoured variants in 70cl bottles for adult consumers.
• Au Vodka Miami Mango Limited Edition Limited-edition flavoured vodka combining five-times distilled vodka with tropical mango taste at 35.2% ABV in 70cl bottles with a UV-printed bottle. Capped at 10,000 bottles.
• Au Vodka x Tango Pre-Mixed Cans RTD collaboration cans infusing five-times distilled Au Vodka with Tango Orange and Tango Apple flavours at 5% ABV in 330ml cans. Sold three million units within three days of launch.
• Au Vodka Signature Pre-Mixed Cans Pre-mixed vodka RTD cans in flavours including Cherryade, Blue Raspberry, Black Grape, Pineapple Crush, and Pink Lemonade, available in 330ml cans, 12-packs, and mixed variety packs.
• Au Vodka Ultra Cans Higher-volume RTD vodka cans in 500ml format across multiple flavours.
• Au Vodka Cocktail Cans Pre-mixed cocktail cans in formats such as Strawberry Daiquiri and Blue Hawaiian, sold in 12-packs.
• Au Vodka Monthly Cocktail Subscription Monthly subscription box delivering a different 70cl bottle of Au Vodka each month plus cocktail ingredients to make at least 4 serves, priced at £44.99 per month.
• Au Vodka 0% Cans

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• The Market (Newport)minorGTM or Marketing Partner · 1 May 2024Niall Leighton-Boyce's new food, drink and social destination at Kingsway Centre featuring AU Vodka alongside national brands and independent traders. Partnership aimed at driving city centre footfall and boosting regional economy through weekend operating hours and live entertainment.
• Tiny RebelminorGTM or Marketing Partner · 1 May 2024Welsh brewery partner co-located at The Market venue in Newport alongside AU Vodka and independent food traders.
• Tango (Britvic PLC)coreStrategic or Co-development Partner · 1 January 2022Limited edition RTD collaboration featuring Au Vodka infused with Tango Orange and Tango Apple flavours. The partnership yielded exceptional results, with three million units sold within three days of launch, becoming the largest product category by 2025. The collaboration combines Au's ultra-smooth five-times distilled vodka with Tango's iconic soft drink flavours.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• BrewDog: UK-based craft beer and spirits producer with strong DTC, loyal community, and bold branding. Comparable to Au Vodka on UK-founded DTC-led brand-building, irreverent marketing, and direct-to-consumer ecommerce scale.
• Whitley Neill: UK-based premium flavoured gin brand by Halewood. Comparable to Au Vodka as a UK-founded premium spirits brand with flavour-led innovation and DTC/wholesale hybrid distribution, though it operates in gin rather than vodka.

Direct peers

• Crystal Head Vodka: Premium vodka brand famous for its distinctive skull-shaped bottle and celebrity co-founder (Dan Aykroyd). Closely comparable to Au Vodka on premium positioning, distinctive bottle design, and lifestyle-driven marketing in the flavoured vodka category.
• Haku Vodka: Japanese craft vodka from House of Suntory. Comparable to Au Vodka on premium positioning with origin/heritage storytelling and smooth-tasting credentials, though Haku is in the white/plain vodka segment.
• Three Olives: Flavoured vodka brand owned by Proximo. Closely comparable to Au Vodka on its flavoured-vodka-first product strategy and lifestyle branding targeting younger consumers.

Broad incumbents

• Cîroc: Diageo's ultra-premium vodka from France, also celebrity-marketed (Diddy historically). Comparable to Au Vodka on premium positioning, flavoured portfolio, and lifestyle-led branding, though at materially larger scale.
• Smirnoff: Diageo's mass-market vodka with extensive flavoured and RTD ranges. Comparable to Au Vodka on flavour breadth and RTD cans, but at mainstream price points versus Au's premium positioning.
• Belvedere: LVMH-owned Polish luxury vodka. Comparable to Au Vodka on premium positioning, distinctive bottle design, and gifting/celebrity use cases, but at much larger scale and broader global distribution.
• Grey Goose: Bacardi-owned premium French vodka. Directly comparable to Au Vodka on the ultra-premium positioning and lifestyle/gifting appeal, though Grey Goose is the established incumbent with much broader distribution.
• Absolut Vodka: Pernod Ricard's iconic Swedish vodka with a deep flavoured portfolio. Comparable to Au Vodka on flavoured SKU breadth and RTD expansion, though Absolut is a global incumbent with established distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/auvodka
• YouTubeyoutube.com/c/AuVodka
• Facebookfacebook.com/auvodka
• LinkedInlinkedin.com/company/au-vodka
• Instagraminstagram.com/auvodka
• TikToktiktok.com/@auvodka

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Au Vodka