RedBalloon parent buys Lime&Tonic to accelerate experience ambitions

Big Red Group buys wine, food and dining experience marketplace as part of plans to serve Australians an experience every second

RedBalloon parent company, Big Red Group, has continued its acquisitions spree by picking up Australia’s Lime&Tonic for an undisclosed sum.

Lime&Tonic is another experience marketplace with an emphasis on social food and wine activities including masterclasses and workshops, dining experiences, wine tastings and chef’s table events. The business will now sit alongside BRG’s longstanding RedBalloon business, as well as recently debuted charity-oriented experiences offering, IfOnly, and extreme experiences provider, Adrenaline, in November last year.

BRG co-founder, Naomi Simson, said the group’s vision is to serve up an experience to Australians every second by 2025. It’s currently serving one every 49 seconds. The latest company purchase is a further step forward towards the long-term goal.

“Gourmet dining and pamper experiences is what Lime&Tonic is known for, and we know from our other brands that these are two of the fastest growing segments in the experience economy,” she said. “The Lime&Tonic brand will allow the group to serve customers a broader range of experiences, curated on behalf of our customers.

“Lime&Tonic adds a wonderful dimension to complement the range of experiences we offer today.”

BRG co-founder, David Anderson, also described the deal as key in the group’s multi-brand strategy to service distinct customer needs in different parts of the experience economy.The Lime&Tonic deal includes brand and consumer business but no staff. The vendor will also continue to run a bespoke Lime&Tonic corporate hospitality offering.

“We have a big vision for the next five years, both domestically and globally, and we’re excited to support Australian businesses along the way,” he said.

As well as its front-facing brand expansion, BRG has been building its back-end capabilities to improve onsite delivery and lower cost of customer acquisition for the brands selling experiences through its offerings. The work has included investment into artificial intelligence (AI) platform, Albert, aimed at better serving up the right experiences to customers online in real time. Off the back of this, BRG launched Marketics as a B2B distributor for Albert in Australia.

BRG was launched in 2017 as the new overarching parent company of RedBalloon, signalling Simson’s return to day-to-day leadership of the group alongside new investor, Anderson. Combined, the group represents 7000 experiences across Australia and New Zealand and 2000 partners and is on track to deliver 600,000 experiences in the 2020 financial year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfjhsd jfhskjdhfjsdhfkjhsfdjksdf...

Julia Suzi

Isentia takes reputation analysis mainstream

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRsdfhsdkj fhksjdhf djfheowiruoiuweoirer...

Julia Suzi

5 fascinating facts about the CMO50 2019

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRtkjrh kjewhrjhwejrhweoioruoiurew...

Julia Suzi

How Aquila is rebranding for the casual bloke

Read more

Еrоtiс photos and videos of sехuаl bеаutiеs оf yоur сity sее here ------> https://shr.name/BUgLRdsfksdjf lkjsdlfjksdf

Julia Suzi

First pics: CMO50 2019 dinner - Slideshow - CMO Australia

Read more

https://www.google.com/sear...

Julia Suzi

CBA, NAB, Telstra sign on for AI ethics principles trial

Read more

Latest Podcast

More podcasts

Sign in