Liquor Marketing Group (LMG) has announced it has acquired 100 per cent of issued capital in Zen Global.

Based in Adelaide, Zen Global is a cloud-based software company, specialising in providing data connectivity, loyalty, digital marketing, gift card solutions and in-store digital advertising for liquor retail and hospitality businesses. Several LMG members already integrate the Zen platform into their operations for loyalty and digital marketing, in Zen Global’s strong existing customer base.

The acquisition came from extensive engagement between LMG and Zen Global about how the platforms could be incorporated to complement LMG’s existing digital marketing reach.

Zen Global will operate as a separate enterprise to LMG after the acquisition, with its management team all remaining with the company. Zen Global will have its own dedicated management and operational team and will benefit not only from an enhanced customer base (once LMG implements the program), but from the capital support for further development.

Tom Jeffries, Zen Global CEO, said: “The acquisition by LMG provides Zen, and all our customers, a partner with the alignment and resources to grow and enhance the Zen platform to deliver the optimal digital marketing and retail solution for the industry.”

LMG will begin trialling and implementing the Zen Global platform later this year, with wider application in 2023.

Gavin Saunders, LMG CEO, added: “Zen provides LMG and our members a great platform to further enhance our digital marketing and data connectivity. Many LMG members are current customers of Zen; however, this transaction allows LMG to provide solutions which apply across the entire network and enhance our brands and our customer offers.

“There are immediate benefits to LMG members, including real-time stock on hand and order processing for LMG’s e-commerce platform, along with medium and long-term benefits like integrated gift card solutions and banner loyalty offers.”

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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