Dos Maderas

Digital Transformation


We partnered with Williams & Humbert to design a global digital strategy for its star spirit brand, Dos Maderas Aged Rum.

We reviewed sales data, conducted in-depth competitor and digital sales funnel analysis to determine how to activate the most effective digital marketing campaign, supporting local distributors and converting new consumers into loyal brand enthusiasts. The analysis resulted in meetings both with HQ and with the local market Sales Managers and their distributors in 5 key markets : USA, Italy, Germany, France and the Czech Republic.

Client :

Dos Maderas



Design, Art Direction, SEO, Social media strategy , Content Strategy , User Profiles, Translation, Database activation , Photography, Digital Transformation, Content Development & Amplification


Dos Maderas Aged Rum Digital Strategy

Chelsea & Co. built  Dos Maderas’ digital brand foundations from the ground.  The first step was to design the brand guidelines achieving a unified visual identity and tone of voice. This was crucial to maintaining uniformity as the brand expands in different countries and new markets.

As a next step, we managed the web development agency in the pursuit of creating a global platform in 5 languages to amplify Dos Maderas’ rich history worldwide.  Our team developed the UX strategy and narrative together with the production of all content including copy, photography, unique cocktail recipes were developed and a new brand video was produced.  All of which have been created in 5 languages. 

A tailored and in-depth SEO strategy was implemented to position Dos Maderas in the top search results for aged Rum. This will result in an opportunity to not only outrank competitors in SEO, but also support e-commerce partners to convert to sales. Ongoing optimisation of the results of all activities including marketing campaigns, promotions and community development will be consistently measured and optimised. 

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Our team took what looked like a simple request for social media management of a rum brand, and turned it into a unique opportunity to help Dos Maderas grow their brand through digital globally.   

By creating a solid brand identity and defining the tone of voice, it added value and sales potential to the brand immediately.  This groundwork had a strong ripple effect for its local markets and distributors to help them further define their target consumer, USP and help them enforce a local digital marketing and sales strategy. 

Dos Maderas 360 digital marketing campaign has just begun.

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D.O. Jerez-Xeres-Sherry & Manzanilla

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