CASE STUDY · RÉMY COINTREAU GROUP · SFMC · MULTI-BRAND
Five transactional journeys, four brands, one core model.
One core model
In operation
Data flow
Ventrata booking events
SFMC Data Extensions
Journeys per brand
Journey types
Confirmation
Update
Cancellation
Reminder
Post-Visit
Shared backbone
On-brand per BU
Documented
Client
Rémy Cointreau Group
Industry
Premium spirits (multi-brand)
Service area
CRM & Lifecycle (SFMC)
Engagement type
Project + light retainer
Status
Delivered, in operation
01 — The brief
The Rémy Cointreau Group runs distillery and brand-home visitor experiences across four of its brands, with online booking handled by Ventrata. The transactional emails associated with those bookings — confirmations, updates, cancellations, reminders, and post-visit follow-ups — were sent from inside Ventrata itself, with limited control over template design, brand consistency, and integration with the broader CRM lifecycle programs the group runs in Salesforce Marketing Cloud.
The brief was clear: migrate the five transactional journey types out of Ventrata and into SFMC. Build the data model so all four brands could operate from a shared foundation, but keep each brand’s communications distinctly on-brand per Business Unit. Make sure the work integrates with the broader CRM stack each brand already runs.
02 — What we did
01
Data architecture
Ventrata booking events flowing into SFMC Data Extensions via API, structured to support multi-brand routing without duplication. One core model, four brand contexts, clean separation between shared infrastructure and brand-specific configuration.
02
Templates and creative
Designed templates per brand, sharing components and structure but distinct in voice, color, and creative direction. The five journey types (Confirmation, Update, Cancellation, Reminder, Post-Visit) built per brand — twenty individual configurations on a shared backbone.
03
Automation logic
Triggered journeys for booking-event flows, plus scheduled journeys (D-3 pre-visit reminder, post-visit follow-up) using Automation Studio SQL queries against booking date fields rather than relying on the API for time-based logic. Architectural choice that gave the team more control and easier troubleshooting.
04
Deliverability and sender setup
Sender Authentication Packages configured per brand. Per-brand sender profiles, with proper DKIM and DMARC alignment. Inbox placement monitored across providers.
05
Documentation and handover
Every component documented — Event Definition Keys per brand, journey diagrams, template architecture, escalation paths. The internal teams can self-serve future template iterations and journey adjustments without needing us in the room for every change.
03 — How the engagement runs
Fixed-price project for the migration. Lighter retainer afterward for ongoing optimization, journey iterations, and brand-specific template work as the group’s needs evolve. The internal teams own day-to-day operation; we handle structural changes and new journey types when they’re scoped.
04 — What changed
“
The group has visibility and control over its transactional communications for the first time. Each brand’s emails feel like that brand. The data flowing through the model integrates with the broader CRM programs each brand runs.
The structural change: a transactional email layer that’s no longer hostage to the booking platform’s vendor roadmap. New journey types, template iterations, deliverability optimization — all of it now sits in SFMC where the marketing teams can iterate freely. The next change to a confirmation email is a half-day of work in Marketing Cloud, not a ticket filed with a third-party vendor.