Dos Maderas
Digital Transformation
Background
Bodegas Williams & Humbert sought a global digital strategy for their flagship spirit, Dos Maderas Aged Rum. We partnered with the prestigious winery to inspire a new generation of rum lovers.
Triple-aged across two continents, Dos Maderas brings together two casks, two climates, and two cultures. After its tropical first stage, the rum travels to Jerez to mature in century-old sherry casks using the traditional Criadera and Solera system. Williams & Humbert has been producing and aging Sherry and Brandy de Jerez since 1877.
In 2021, Chelsea Co. refreshed the brand with new ways to enjoy Dos Maderas, while keeping its heritage front and centre. Using deep sales analysis and competitor research, we built a targeted digital strategy that empowered distributors and converted curious drinkers into loyal fans across five key markets: the USA, Germany, Italy, France, and the Czech Republic.
With the launch of ‘Atlantic’ in 2024 and the ‘Origen’ range in 2025, we introduced a more playful approach to storytelling, transporting consumers to the lush landscapes of the rums’ transatlantic origins and educating consumers about “reverse finishing”.
Client :
Dos Maderas
SERVICES :
Design, Art Direction, Website, SEO, Social media strategy, Content Strategy, Translation, Photography, Influencer outreach, Digital Transformation
SOCIAL MEDIA:
Client :
Dos Maderas
SERVICES:
Design, Art Direction, Website, SEO, Social media strategy, Content Strategy, Translation, Photography, Influencer outreach, Digital Transformation
SOCIAL MEDIA:
Digital Journey
To ensure Dos Maderas’ story resonated globally, we built a full digital transformation strategy that began with unified brand guidelines. This foundation kept the identity consistent as the brand expanded into new countries and markets. A defined tone of voice and visual identity guidelines added value and increased sales potential, which had a ripple effect across those local markets. It helped distributors refine their target audience, USP, and implement tailored marketing strategies.
We then oversaw development of a five-language website to showcase its rich history worldwide. From there, we built a content strategy tailored to the five key markets, bringing the brand’s story to life in ways that felt local, relevant, and unmistakably Dos Maderas. The result. A cohesive global presence designed to drive long-term loyalty.
Brand Manual
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.
New Global Audience
To create a memorable online presence, Chelsea Co. designed a new website with a UX strategy and a narrative that pulls users in from the first click. We kicked off by producing engaging content — compelling copy, striking photography, unique cocktail recipes, and a new brand video — in five languages. Our SEO strategy pushed Dos Maderas to the top of aged-rum search results, outperforming competitors and driving e-commerce growth. Continuous optimisation of campaigns, promotions, and community engagement keeps the brand growing in a competitive market.
Original Photography
In the digital world, bold visuals call the shots. Our Dos Maderas’ drink photography spans lifestyle storytelling, crisp product work, behind-the-scenes coverage, and bodega craft. Every image highlights its origins and the “sherry effect”, from cask craftsmanship and reverse finishing to the legacy of the Criadera and Solera system.
Spirited Storytelling
To keep the brand fresh, we constantly develop and test new content series (dynamic reels, animated carousels, and motion graphics). Such as Behind the Bodega, Cocktail Hacks, Dos Pairings, and Slide into My DMs.
In 2025, we elevated the look and feel to spotlight Dos Maderas’ origin story and give the brand a more premium, adventurous edge. We shifted the tone of voice to more masculine, premium, and adventurous, to better reflect the audience. New series include Inside the Bodega, Cask Curiosities, History of an Icon, Rumor vs Reality, and Dos Cocktails.
Follow @DosMaderas to experience our spirited storytelling neat, on the rocks, and with a twist.
