Au Vodka, the eye-catching UK brand which boasts a vast social media presence and is already available in the USA and selected European domestic markets, is set to take off in travel retail.
The brand is represented in the channel by Garry Maxwell of GMAX Travel Retail and Tim Young of Young Spirit Consulting who said collaborations with a major airline and leading travel retailers will be announced shortly.
“Au has had amazing success in domestic markets, initially in the UK – where it is now comfortably the number one premium vodka sold – and has now expanded to over 40 countries with fantastic results,” Maxwell said.
“In travel retail we are already making strong inroads with huge interest by multiple clients and regions. We believe the global travel retail market offers a huge opportunity for the brand and an opportunity for retailers to brighten up the vodka sector with amazing innovation.”
Au Vodka will be featured by GMAX at next month’s IAADFS Summit of the Americas in Palm Beach, Miami (Booth #508) and at the TFWA Asia Pacific Exhibition in Singapore in May.
Au Vodka was founded in Swansea, Wales by two school friends, Charlie Morgan and Jackson Quinn, then aged 19 and 21 respectively.
The young entrepreneurs identified a gap in the drinks market for a premium vodka brand targeting 21- to 35-year-old consumers. Their initial run of 2,000 bottles in 2015 had increased to 2.4 million by 2021. The brand underlines its use of British ingredients and its Italian-made gold-plated bottles, with pewter labels, which “truly signify luxury”.
Au quickly attracted a strong following on social media which increased when popular DJ Charlie Sloth – with over 2 million followers across his social channels – became a shareholder. The brand has become a big part of the UK urban music scene with Au enjoyed by celebrities and influencers worldwide.
A list of global brand ambassadors includes American boxing promoter and former professional boxer, Floyd Mayweather, Brazilian Footballer Ronaldhino and recording artist and producer Kéo.
According to the Au website, its vodka is “inspired by gold and incorporates the periodic table where gold is a chemical element with the symbol Au and atomic number 79”.
The message continues: “At Au Vodka, we combine our British heritage and luxury ingredients together to create truly exceptional ultra-premium vodka. Recognised instantly by our signature gold bottle, Au Vodka is for those who choose individuality over common following.”
The Au line-up includes Au Original, flavoured vodkas Black Grape, Fruit Punch, Blue Raspberry, Green Watermelon, Red Cherry and Pineapple Crush, Bubblegum, and Double Espresso Coffee Liqueur. Pre-mixed cans, ice lollies, miniatures and magnums are also available along with glassware and the brand has also prompted jewellery and tattoo designs.
“Au produces sales and social media figures which speak for themselves,” Maxwell added.
“The brand has a lot to offer in travel retail. It’s already known, sought-after and popular with millennials and Gen Z travellers. It is talked about and, more importantly, regularly purchased on the domestic market,” he concluded. 
