AU Vodka: UK's Fastest-Growing Consumer Brand

AU Vodka Emerges as UK's Fastest-Growing Consumer Brand with Influential Backing from Charlie Sloth

Contents

1. Introduction to AU Vodka

2. Background of the Brand and founding team

3. Background on Charlie Sloth

4. Marketing strategies

5. Activations and fan experiences

6. Conclusion

7. Takeaways

Introduction

AU Vodka is a premium vodka brand that has been named the fastest-growing consumer brand in the United Kingdom. The brand has experienced significant growth in popularity and sales, increasing its revenue by 1,800% in just three years.

The brand attributes its success to its unique product offering, which includes a range of flavoured vodkas, stylish packaging, and effective marketing strategies led by well-known British DJ Charlie Sloth. The brand's strong online presence and engagement on social media platforms have also played a crucial role in driving its rapid growth.

AU Vodka

From the website:

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.

Gold, symbolizing power and perfection, represents the exceptional purity of our unique vodka. Au Vodka incorporates the periodic table where gold is a chemical element, with the symbol Au and atomic number 79.

Background

Au Vodka was founded in 2015 by Charlie Morgan and Jackson Quinn in Swansea, Wales. The two friends were inspired to create a luxury vodka brand after seeing their friends receive the same boring vodka year after year for their birthdays.

Au Vodka quickly gained popularity on social media, thanks to its sleek gold bottle and unique flavours. The brand has been featured in publications such as The Times, The Guardian, and Forbes. The brand has also been recognized as the most popular vodka brand on the internet by The Spirits Business.

A big part of why AU took off globally was the introduction of British DJ Charlie Sloth as an investor who played a significant role in the brand’s marketing and awareness, more on him soon.

Today, Au Vodka is sold in over 20 countries around the world. The brand has become a favourite among celebrities and influencers, and it is the official vodka of the British Fashion Council. AU is the UK's fastest-growing brand according to the 2023 Growth Index, which is based on revenue growth over the last two-year trading period, the company achieved a compound annual growth rate (CAGR) of 413%. Over that two-year period, its revenues rose from £1.6m (partial year) to £43.8m.

“When we set out, we thought it was easily achievable to overtake the premium vodka market leader in the UK. If you asked us now, we’d say that was ambitious, but in hindsight it was a great attitude to have.” Morgan told Business Live

Charlie Sloth

Charlie Sloth is an English DJ and radio presenter. He is best known for his work on BBC Radio 1, where he has hosted a number of shows, including the prestigious In New Music We Trust and the iconic “Fire In The Booth” Series (now on Apple Music) that showcased established and up-and-coming talent from around the world.

Sloth began his career in radio in 2004, when he started presenting a show on the now-defunct pirate station Rinse FM. He quickly gained a reputation for his energetic and enthusiastic style, and in 2007 he was hired by BBC Radio 1 to present the In New Music We Trust show. I’ve been a witness to Charlie’s career as this is a world I was immersed in as a UK underground music producer through the early 00s so it’s great to see how far he has come.

Sloth has been a regular fixture on BBC Radio 1 ever since, and he has also presented a number of other shows on the station, including The Weekend Chart Show and The Drum. He is also a regular host of the BBC Radio 1 Hackney Weekend festival.

In addition to his work on radio, Sloth is also a successful live DJ. He has toured extensively around the world, and he has played at some of the biggest festivals in the world, including Glastonbury, Coachella, and Wireless.

He is a popular figure in the UK music scene, helping to launch the careers of a number of successful artists, including Stormzy, Skepta, and Dave.

Marketing

Marketing has been one of the major factors in the success of AU Vodka with a smart strategy implemented, for the most part, through the network of Charlie Sloth.

20 years of relationship building with artists who are now household names in the UK, USA, and even further afield, Charlie knew he had the ability to get the brand in the hands of people who had a lot of attention. Not only that, a group of people who drive popular youth culture.

Some of the names that have supported the brand include; music artists Tion Wayne, Professor Green, Dave East, and DC Young Fly, while also venturing beyond music with people like UFC fighter Paddy THE BADDY Pimblett, and of all people, Tyson Fury’s dad, Big John Fury.