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

Latest Videos

More Videos

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition. ...

Pierce Fabreverg

Reports: Brands have an important role to play during the COVID-19 crisis - if they're useful

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in