Rotkäppchen-Mumm is Germany’s leading supplier of sparkling wine, branded wine and liquor. Since its founding in 1856, the company has stood for a steadily growing range of established brands and innovations. The number one in the German sparkling wine, branded wine and liquor market combines a diverse selection from its own production with a distribution offering of over 200 international premium products.
Situation: As the market leader in the sparkling wine, branded wine and liquor sector, Rotkäppchen-Mumm unites multiple strong brands under one roof. Back in 2020, the organization consolidated the brand’s website strategy into the same TYPO3 based SaaS (toujou) in order to centralize legal requirements. Two of these requirements were the age verification of visitors and the cookie consent management.
Challenge: With varying brand strategies resulting in up to 40 websites, each brand handled marketing processes, such as competitions, with differing tools and strategies individually.
Solution: Create, control, automate and unify marketing operations by implementing an interface that connects each brand website to Mautic.
Results: The results included:
For those responsible, it was important to ensure that business operations run smoothly by having a technical basis that facilitates internal coordination. Rotkäppchen-Mumm found a partner in toujou who could meet key requirement profiles: To deploy central features, consolidate costs, and clearly define contact persons. This was especially evident in the question of the legally required consent regulations for cookies. While this needed to be centrally controlled, it also needed to be aligned with the style of the respective brand and website. The same was true for the age verification of visitors, an indispensable component of a website that promotes alcoholic goods.
The primary goals for the project were:
Each time a particular need arose from one or more individual brands, the IT department of Rotkäppchen-Mumm bore the financial costs of implementation once – and thus made the feature available to all. This resulted in the workflow between Rotkäppchen-Mumm’s IT department, toujou project management and the individual brand managers, who learn about the new possibilities – in this case Mautic – with a presentation and then weigh the benefits for their strategy.
The benefits of implementing Mautic for brand competitions included:
In this way, isolated solutions for each individual brand are a thing of the past and brand managers are given creative freedom. As in the case of consent management and age verification, a central marketing automation system offers sufficient space for individual customization. Mautic represents a perfect example of how Rotkäppchen-Mumm benefitted from further features implemented over time, even after the launch of their website.
True to the motto: What’s good for one brand can’t be bad for the others, toujou brought Mautic to the attention of the Rotkäppchen-Mumm brands. Within two and a half years of cooperation 40 brand websites have been created with toujou. Nevertheless, each brand management continues to work with external creative agencies or develops in-house strategies for their marketing purposes. To put these efforts on a more uniform foundation as well, an interface for Mautic was provided. For that purpose, the toujou team used the TYPO3 Mautic Extension by Bitmotion.
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MAUTIC is a trademark of the Mautic project of the Open Source Collective.
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