Former Swansea ball boy Charlie Morgan will become a multi-millionaire after Welsh drinks company Au Vodka agreed a 500 million pound takeover by Sazerac.
In a statement, representatives for Sazerac, the American spirits company that owns Southern Comfort and BuzzBallz, confirmed agreeing to purchase the Welsh startup. Sky News reported that the buyout is expected to yield co-founders Charlie Morgan and Jackson Quinn over 100 million pounds each.
Morgan launched Au Vodka alongside school friend Jackson Quinn two years after gaining international notoriety in a high-profile football controversy. The business expanded rapidly over subsequent months, aided by promotions from sports stars including former world boxing champion Floyd Mayweather and Brazilian football icon Ronaldinho. American YouTuber and professional boxer Jake Paul also promoted the brand by getting a tattoo of its signature golden bottle.
The 2013 Eden Hazard incident
Morgan first made global headlines on 23 January 2013 during the English League Cup semi-final second leg between Welsh club Swansea City and London side Chelsea. Swansea were defending a two-goal advantage built in the first leg at Stamford Bridge. Frustration among Chelsea players grew as the match entered its final ten minutes, with the Blues needing two goals to force extra time.
When the ball went over the end line, the then 17-year-old Morgan fell to the ground over it. According to English media reports, Belgian midfielder Eden Hazard lost patience while attempting to retrieve the ball and tried to kick it from under Morgan, striking the teenager instead.
Swansea League Cup victory and business startup
Players from both teams rushed to the scene as Morgan held his ribs on the pitch. Referee Chris Foy showed Hazard a red card, sending off the Chelsea midfielder. Video footage of the clash remains available online.
Swansea held on to reach the final and went on to win the English League Cup with a 5-0 victory over Bradford City. Morgan, whose father was the largest shareholder in Swansea City at the time, subsequently transitioned into business with Quinn, establishing Au Vodka as a leading premium brand prior to the 2026 buyout.
