A former Swansea City ballboy who became internationally known after being kicked by Eden Hazard during a controversial football match is now on the verge of a very different kind of headline. Charlie Morgan, 30, is reportedly in talks to sell his premium vodka brand Au Vodka for around £500 million, 13 years after the infamous incident.According to Sky, Morgan and his school friend and business partner Jackson Quinn are negotiating a potential deal with American drinks giant Sazerac Company. If completed at the reported valuation, the founders could each receive around £100 million, while they may also retain roles within the company.
From infamous ballboy incident to vodka entrepreneur
Morgan was just 17 when he became involved in one of the most talked-about incidents of the 2012-13 football season.During Swansea City’s League Cup semi-final against Chelsea in January 2013, Morgan collected the ball and appeared to deliberately lie on it in an attempt to waste time. Chelsea midfielder Hazard attempted to retrieve it and kicked Morgan, resulting in the Belgian being sent off.The incident generated worldwide debate, with football fans divided over the actions of both Hazard and the teenager.More than a decade later, Morgan has built a business empire of his own. He launched Au Vodka with Quinn in 2015, and the brand has since grown into a major premium spirits business.
Au Vodka sells more than 35,000 bottles a day
Au Vodka has reportedly expanded rapidly and now sells more than 35,000 bottles of its premium vodka every day.The brand is headquartered in Swansea, where Morgan and his team recently moved into an extravagant new headquarters designed around Au Vodka’s distinctive gold branding.The building features a gold exterior, gold ceiling, gold café and gold signage, matching the company’s signature gold bottles.Reflecting on the company’s growth in a LinkedIn post, Morgan recalled how the business began in a tiny 250-square-foot office.“We spent four years in our first office which was only 250 sq ft and only just fit myself, Jackson Quinn and Jordan Major (who was just 16 and packing orders!),” he wrote.The company then moved to an industrial unit in Swansea, where it expanded significantly and grew its workforce to 96 people.“Today we’ve moved into our new home – A fully gold HQ which really represents Au and what we stand for,” Morgan added.
Ronaldinho and Floyd Mayweather among celebrity supporters
Au Vodka has attracted backing and attention from several high-profile names, including Brazilian football legend Ronaldinho and former American boxer Floyd Mayweather.The company’s decision to remain headquartered in Swansea has also earned praise from supporters, with some applauding Morgan for keeping the business rooted in his home city despite its rapid international growth.Negotiations over the potential acquisition are understood to have been ongoing for several months, with reports suggesting a deal could be close.Sazerac is reportedly looking to expand its presence in the British drinks market. The company is working with law firm Forsey, while Au Vodka is represented by DLA Piper.
Eden Hazard and Charlie Morgan reunite
The remarkable story eventually came full circle when Morgan and Hazard reunited for an Au Vodka promotional campaign in 2024.The former football rivals put their infamous history behind them and appeared together in a photoshoot promoting Morgan’s brand. Hazard shared photographs of the pair on social media, including one showing them holding a glass of blue raspberry Au Vodka.“A nice thing about retirement is catching up with old friends. You have come a long way in 11 years my friend @charliem0rgan,” Hazard wrote on X.Another photograph showed the pair looking at a chessboard surrounded by bottles of Au Vodka.More than a decade after becoming famous for an incident on a football pitch, Morgan now finds himself at the centre of a potential £500 million business deal.
