Digital Transformation
Dos Maderas
Client
Services
Digital Transformation, Brand Guidelines, Social Media Strategy, Website, SEO, Photography, Influencer outreach, Translation, Cocktail Development, Infographics
social media
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Background
Bodegas Williams & Humbert needed a global digital strategy for its flagship spirit, Dos Maderas Aged Rum. We partnered with the prestigious winery – a producer of Sherry and Brandy de Jerez since 1877 – to inspire a new generation of rum lovers.
A premium rum aged across two continents deserves strategy and storytelling that travels just as far.
Triple-aged, Dos Maderas brings together two casks, two climates and two cultures – ageing first in the tropics, then crossing the Atlantic to Jerez, where it matures in century-old Sherry casks through the traditional Criadera and Solera system.
The origin story had it all. It just wasn't landing. But its digital world had not aged well. Distributors struggled to explain the ageing process, sales teams lacked consistent tools, and from market to market, the story kept changing.
What arrived as a social brief was really a global brand infrastructure challenge.
Chelsea Co. created a unified brand world, a five-language website, a centralised media library, new launch campaigns and spirited storytelling that finally answered one important question: What on earth is Reverse Finishing?
Background
Bodegas Williams & Humbert needed a global digital strategy for its flagship spirit, Dos Maderas Aged Rum. We partnered with the prestigious winery – a producer of Sherry and Brandy de Jerez since 1877 – to inspire a new generation of rum lovers.
A premium rum aged across two continents deserves strategy and storytelling that travels just as far.
Triple-aged, Dos Maderas brings together two casks, two climates and two cultures – ageing first in the tropics, then crossing the Atlantic to Jerez, where it matures in century-old Sherry casks through the traditional Criadera and Solera system.
The origin story had it all. It just wasn't landing. But its digital world had not aged well. Distributors struggled to explain the ageing process, sales teams lacked consistent tools, and from market to market, the story kept changing.
What arrived as a social brief was really a global brand infrastructure challenge.
Chelsea Co. created a unified brand world, a five-language website, a centralised media library, new launch campaigns and spirited storytelling that finally answered one important question: What on earth is Reverse Finishing?
Background
Bodegas Williams & Humbert needed a global digital strategy for its flagship spirit, Dos Maderas Aged Rum. We partnered with the prestigious winery – a producer of Sherry and Brandy de Jerez since 1877 – to inspire a new generation of rum lovers.
A premium rum aged across two continents deserves strategy and storytelling that travels just as far.
Triple-aged, Dos Maderas brings together two casks, two climates and two cultures – ageing first in the tropics, then crossing the Atlantic to Jerez, where it matures in century-old Sherry casks through the traditional Criadera and Solera system.
The origin story had it all. It just wasn't landing. But its digital world had not aged well. Distributors struggled to explain the ageing process, sales teams lacked consistent tools, and from market to market, the story kept changing.
What arrived as a social brief was really a global brand infrastructure challenge.
Chelsea Co. created a unified brand world, a five-language website, a centralised media library, new launch campaigns and spirited storytelling that finally answered one important question: What on earth is Reverse Finishing?
Digital Strategy
We started with discovery before delivery, speaking to distributors, reviewing competitor activity and mapping consumer nuances by region. We turned fragmented local activity into one connected digital ecosystem, equipping distributors and winning over drinkers across five priority markets: the US, Germany, Italy, France and the Czech Republic.
Dos Maderas needed one recognisable identity that could flex across markets. A premium cocktail strategy suited the US and Czech Republic, while an aspirational Spanish lifestyle narrative resonated more strongly in Germany. The model was clear: 60% global brand DNA, 40% local execution.
Digital Strategy
We started with discovery before delivery, speaking to distributors, reviewing competitor activity and mapping consumer nuances by region. We turned fragmented local activity into one connected digital ecosystem, equipping distributors and winning over drinkers across five priority markets: the US, Germany, Italy, France and the Czech Republic.
Dos Maderas needed one recognisable identity that could flex across markets. A premium cocktail strategy suited the US and Czech Republic, while an aspirational Spanish lifestyle narrative resonated more strongly in Germany. The model was clear: 60% global brand DNA, 40% local execution.
Digital Strategy
We started with discovery before delivery, speaking to distributors, reviewing competitor activity and mapping consumer nuances by region. We turned fragmented local activity into one connected digital ecosystem, equipping distributors and winning over drinkers across five priority markets: the US, Germany, Italy, France and the Czech Republic.
Dos Maderas needed one recognisable identity that could flex across markets. A premium cocktail strategy suited the US and Czech Republic, while an aspirational Spanish lifestyle narrative resonated more strongly in Germany. The model was clear: 60% global brand DNA, 40% local execution.
Brand Manual
Unified guidelines for visual identity, tone of voice, positioning and storytelling gave every distributor a clear read on the audience and the brand's USP – enabling local strategy without diluting the global identity. A centralised media library kept every market working from current, approved assets.
Brand Manual
Unified guidelines for visual identity, tone of voice, positioning and storytelling gave every distributor a clear read on the audience and the brand's USP – enabling local strategy without diluting the global identity. A centralised media library kept every market working from current, approved assets.
Brand Manual
Unified guidelines for visual identity, tone of voice, positioning and storytelling gave every distributor a clear read on the audience and the brand's USP – enabling local strategy without diluting the global identity. A centralised media library kept every market working from current, approved assets.
New Website
A five-language site turned Dos Maderas' complexity into a clear user journey – part discovery engine, part digital brochure, guiding consumers from the range through the craft to cocktail recipes and, ultimately, purchase.
Chelsea Co. produced the copy, photography, recipes, product stories and video, backed by an evergreen SEO strategy that helped Dos Maderas outrank competitors in aged-rum and cocktail search.
Organic search is now the site's largest traffic source – with the brand's own name gaining 252% more search impressions than the year before.
New Website
A five-language site turned Dos Maderas' complexity into a clear user journey – part discovery engine, part digital brochure, guiding consumers from the range through the craft to cocktail recipes and, ultimately, purchase.
Chelsea Co. produced the copy, photography, recipes, product stories and video, backed by an evergreen SEO strategy that helped Dos Maderas outrank competitors in aged-rum and cocktail search.
Organic search is now the site's largest traffic source – with the brand's own name gaining 252% more search impressions than the year before.
New Website
A five-language site turned Dos Maderas' complexity into a clear user journey – part discovery engine, part digital brochure, guiding consumers from the range through the craft to cocktail recipes and, ultimately, purchase.
Chelsea Co. produced the copy, photography, recipes, product stories and video, backed by an evergreen SEO strategy that helped Dos Maderas outrank competitors in aged-rum and cocktail search.
Organic search is now the site's largest traffic source – with the brand's own name gaining 252% more search impressions than the year before.
Original Photography
In the digital world, bold visuals call the shots. Our work spanned lifestyle storytelling, product photography, cocktail serves and behind-the-scenes bodega coverage tailored to different markets. Each image brought the brand's origins to life.
On-location video at the Williams & Humbert bodega in Jerez captured bottling, cask ageing, cooperage and the atmosphere of the place itself, building a content bank distributors could put to work everywhere – websites, sales decks, campaigns, events, PR, social.
A bottle shot is useful. A content world is considerably more useful.
Original Photography
In the digital world, bold visuals call the shots. Our work spanned lifestyle storytelling, product photography, cocktail serves and behind-the-scenes bodega coverage tailored to different markets. Each image brought the brand's origins to life.
On-location video at the Williams & Humbert bodega in Jerez captured bottling, cask ageing, cooperage and the atmosphere of the place itself, building a content bank distributors could put to work everywhere – websites, sales decks, campaigns, events, PR, social.
A bottle shot is useful. A content world is considerably more useful.
Original Photography
In the digital world, bold visuals call the shots. Our work spanned lifestyle storytelling, product photography, cocktail serves and behind-the-scenes bodega coverage tailored to different markets. Each image brought the brand's origins to life.
On-location video at the Williams & Humbert bodega in Jerez captured bottling, cask ageing, cooperage and the atmosphere of the place itself, building a content bank distributors could put to work everywhere – websites, sales decks, campaigns, events, PR, social.
A bottle shot is useful. A content world is considerably more useful.
Spirited Storytelling
To keep the brand discoverable and entertaining, we built repeatable content series across reels, animated carousels and motion graphics: Behind the Bodega, Cocktail Hacks, Dos Pairings, Slide into My DMs.
The 2024 launch of Dos Maderas Atlantic and the 2025 Origen range then opened a more playful chapter in the storytelling, taking consumers on a transatlantic taste adventure. We gave the brand a more premium, adventurous edge with Inside the Bodega, Cask Curiosities, History of an Icon and Rumour vs Reality turning technical production detail into stories people remember. Things got macro.
Collaborations with US bartenders and drinks creators pushed Dos Maderas deeper into cocktail culture, translating the double-ageing process, Atlantic journey and Sherry-cask finish into serves that felt native to the scene.
Follow @DosMaderas to experience the storytelling neat, on the rocks and with a twist.
Spirited Storytelling
To keep the brand discoverable and entertaining, we built repeatable content series across reels, animated carousels and motion graphics: Behind the Bodega, Cocktail Hacks, Dos Pairings, Slide into My DMs.
The 2024 launch of Dos Maderas Atlantic and the 2025 Origen range then opened a more playful chapter in the storytelling, taking consumers on a transatlantic taste adventure. We gave the brand a more premium, adventurous edge with Inside the Bodega, Cask Curiosities, History of an Icon and Rumour vs Reality turning technical production detail into stories people remember. Things got macro.
Collaborations with US bartenders and drinks creators pushed Dos Maderas deeper into cocktail culture, translating the double-ageing process, Atlantic journey and Sherry-cask finish into serves that felt native to the scene.
Follow @DosMaderas to experience the storytelling neat, on the rocks and with a twist.
Spirited Storytelling
To keep the brand discoverable and entertaining, we built repeatable content series across reels, animated carousels and motion graphics: Behind the Bodega, Cocktail Hacks, Dos Pairings, Slide into My DMs.
The 2024 launch of Dos Maderas Atlantic and the 2025 Origen range then opened a more playful chapter in the storytelling, taking consumers on a transatlantic taste adventure. We gave the brand a more premium, adventurous edge with Inside the Bodega, Cask Curiosities, History of an Icon and Rumour vs Reality turning technical production detail into stories people remember. Things got macro.
Collaborations with US bartenders and drinks creators pushed Dos Maderas deeper into cocktail culture, translating the double-ageing process, Atlantic journey and Sherry-cask finish into serves that felt native to the scene.
Follow @DosMaderas to experience the storytelling neat, on the rocks and with a twist.
Impact
Dos Maderas can now grow consistently across markets without losing what makes it distinct in each one. The result: a stronger brand foundation, a scalable content world and paid campaigns tied directly to commercial outcomes.
Dos Maderas had already earned its place on the shelf. We helped it earn its place online.
Impact
Dos Maderas can now grow consistently across markets without losing what makes it distinct in each one. The result: a stronger brand foundation, a scalable content world and paid campaigns tied directly to commercial outcomes.
Dos Maderas had already earned its place on the shelf. We helped it earn its place online.
Impact
Dos Maderas can now grow consistently across markets without losing what makes it distinct in each one. The result: a stronger brand foundation, a scalable content world and paid campaigns tied directly to commercial outcomes.
Dos Maderas had already earned its place on the shelf. We helped it earn its place online.
Get the blueprint
The Dos Maderas story is now the blueprint for Chelsea Co. Digital Launchpad – a structured service for premium drinks brands with strong distribution but underdeveloped digital presence, covering strategy, infrastructure, content and activation.
Contact us to become easier to find, understand and sell.
Get the blueprint
The Dos Maderas story is now the blueprint for Chelsea Co. Digital Launchpad – a structured service for premium drinks brands with strong distribution but underdeveloped digital presence, covering strategy, infrastructure, content and activation.
Contact us to become easier to find, understand and sell.
Get the blueprint
The Dos Maderas story is now the blueprint for Chelsea Co. Digital Launchpad – a structured service for premium drinks brands with strong distribution but underdeveloped digital presence, covering strategy, infrastructure, content and activation.
Contact us to become easier to find, understand and sell.
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