Rotkäppchen-Mumm manages sales and retail execution from a single platform
A central sales platform connects customer and product data, campaigns, field sales management and current signals from stores. This enables activities to be planned more precisely, implemented more consistently and evaluated more quickly.
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From fragmented sales processes to end-to-end management from headquarters to the shelf
The scenario
Winning at the shelf means winning the market
With brands such as Rotkäppchen, Mumm, Doppio Passo and Ruggeri, Rotkäppchen-Mumm is one of Germany’s highest-revenue sparkling wine, wine and spirits companies. From small-format bottles on supermarket shelves to premium bottles in wine retail: the portfolio is broad, the business units operate at different rhythms and retail requirements are high. Whether sales planning works becomes clear only at the shelf: Is the right product in the right place? Has the promotion been visibly implemented? Is the price right? To assess this reliably and react quickly to deviations, Rotkäppchen-Mumm needs an end-to-end view from headquarters to the shelf.
The challenge
Many systems, no shared view
Rotkäppchen-Mumm’s sales processes and systems had grown over the years with the individual business units. This created potential for even stronger data- and KPI-driven market development and visit management. With the growing importance of connected data, the next development step emerged: bringing customer and product data together even more effectively and integrating campaigns and point-of-sale signals consistently into sales processes. Cross-functional management requires a shared data foundation.
The solution
One platform for planning, visits and analysis
4brands Reply worked with Rotkäppchen-Mumm to develop an enterprise-wide sales platform. For the first time, Germany’s leading provider of sparkling wine and wine manages its retail activities across four business units and more than 20 own brands in a single central system. Customer management, field sales management, shelf signals and analytics from all business units now come together in an integrated architecture. All relevant information flows into a shared data model.
Through the connection to SAP ERP, central business data is incorporated and prepared by Microsoft Power BI in clear dashboards. This creates a consistent data foundation that ensures comparability across all brands and business units.
For the field sales team, this means an up-to-date, consistent view of assortments and activities, from headquarters down to each individual store.
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Intelligent visit preparation:
From promotions to optimal routes
Campaigns and sales-promotion activities are set up centrally and automatically transferred into visit planning. A route planner enables KPI-based store management and weights each visit according to sales potential, ongoing promotions and current shelf signals. The result: the field sales team starts with a route that addresses the greatest leverage first. Teams that previously planned based on experience and habit now work with a reliable foundation and save time for what really matters at the shelf.
On-site execution:
From shelf image to action
On site, the team works with a mobile, offline-capable application. Perfect Store scorecards show at a glance where action is needed — whether in placement, price labeling or promotion execution. Image data from the shelf is analyzed almost in real time and flows directly into replenishment planning. What used to be a manual documentation process becomes a closed control loop: identify, evaluate, act. An integrated analytics layer provides high-performance analyses and dashboards tailored to each target group — from regional managers to executive management.
The result
Measurable impact where it matters
Since spring 2026, the platform has been fully rolled out and is in productive use. The field sales employees use it to manage their activities in more than 10,000 stores. Since the field sales team began working with prioritized routes and automated signals, shelf availability has improved noticeably. At the same time, documentation effort has fallen significantly, leaving more time for value-creating market and customer work. Rotkäppchen-Mumm now has an end-to-end view of campaigns, territory performance and assortment quality down to store level. This makes planning and forecasting more precise.
At the same time, the cost per effective activity decreases because visits take place specifically where the greatest potential lies. Retail partners benefit as well: they receive higher promotion quality, better product availability and shelf management more closely aligned with demand.
At the same time, the platform provides the foundation for future AI scenarios: Instead of analyzing only past sales figures, AI-supported recommendations will help prioritize store visits, optimize assortments and placements, and plan promotions. In doing so, the system takes into account sales data, market potential, ongoing promotions and the development of individual stores, among other factors.
A sales management approach that learns from every interaction at the shelf.
Rotkäppchen-Mumm is Germany’s leading provider of sparkling wine and wine and is among the top 3 spirits providers in Germany. Since its founding in 1856, the company has stood for a steadily growing range of valued brands and innovations. The number one in the German sparkling wine, branded wine and spirits market combines a diverse selection from its own production with a distribution offering of more than 200 international premium products. As a defining force in the market, the group focuses on high quality standards, industry expertise and the targeted alignment of its assortment with consumer needs. Rotkäppchen-Mumm’s most successful brands include Rotkäppchen, Mumm, Geldermann, Ruggeri Prosecco DOCG, Doppio Passo and Echter Nordhäuser. In 2024, the company generated total revenue of EUR 1.3 billion across its nine locations.
4brands Reply is an industry expert for the consumer goods industry and combines analytics, consulting and system integration in a holistic approach. With comprehensive SAP expertise and innovative, data-driven technologies, we create end-to-end and flexible processes that make your company fit for the future. The offering includes modern data and CX solutions as well as integrated planning in all its facets: from corporate and demand planning to account and promotion planning. We use in-depth AI expertise to optimize your processes — always with the aim of strengthening your brand and creating an outstanding customer experience.