Rafael Rodríguez, Head of Sales for the Americas at Rum Dos Maderas: Expanding the Reach and Influence of a Global Rum Icon

With 27 years of experience in the spirits industry, Rafael Rodríguez has built a career deeply rooted in the rum category, shaping brands and driving growth across international markets. As Head of Sales for LATAM, Canada, and the USA at Bodegas Williams & Humbert, the home of Rum Dos Maderas, he leads strategic expansion efforts throughout the Americas. His expertise spans brand building, market development, and commercial leadership, positioning him as a key figure in strengthening the global presence of Dos Maderas. 

Rafael’s work reflects a long-standing commitment to elevating rum through thoughtful strategy, cultural understanding, and a deep appreciation for the category’s heritage and potential. 

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

The biggest challenge for the brand has been establishing its presence in international markets. And even today, this remains a priority, as our goal is to continue growing and opening new markets for our rum. Currently, we are present in almost 30 countries across all continents, except Africa. We have achieved this by working to secure agreements with highly professional distributors who, from the very beginning, have trusted our rum and recognized the excellence and quality behind the Dos Maderas brand. 

It is also worth noting that the producing winery, Williams & Humbert, has been exporting its wines and spirits to all five continents for over a century, which reflects a strong export-oriented vision and extensive experience in international markets. 

TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?

Dos Maderas is a range of super and ultra-premium rums, of the highest quality, with the added value of double and triple aging—first in the Caribbean, and then in Jerez, in century-old sherry casks that previously held Jerez wines for 20 to 30 years. In this sense, we believe it is a rum that aligns with current market trends and how these are expected to evolve in the coming years. 

This trend reflects lower consumption but higher quality. We observe that consumers value quality over quantity: they drink less, but better. Moreover, today’s consumer wants to understand the product and the story behind it, as well as its production process. A consumer who seeks to experience the unique character and singularity of a rum, just like Dos Maderas. We believe this is the trend, and this is where we will focus our efforts.

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?

Our brand is a clear reflection of the balance between tradition and innovation. It is a completely innovative concept, yet carried out using entirely traditional processes. In other words, we have leveraged Williams & Humbert’s nearly 150 years of experience in producing Jerez wine and brandy and applied it to rum-making. This extensive expertise begins in the vineyard and continues all the way to our winery, aging in our century-old sherry casks. All this know-how has allowed us to create a rum that is truly unique in the world, thanks to its singular production process and exceptional quality. 

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

The launch of Dos Maderas Thailand marks the beginning of the Origen series, through which we emphasize the concept of Reverse Finishing. 

Dos Maderas Origen inaugurated a new series of limited annual editions with Thailand, bringing the world’s finest rums to Jerez to age in our century-old casks. With this unique series, Williams & Humbert applies the same technique as with the rest of its rums in the Dos Maderas range: reverse finishing. In other words, the art of finishing where others begin. We bring these rums from their place of origin to continue their aging in our legendary cellars. Our century-old sherry casks, the unique environment of the Marco de Jerez, and the facilities of the historic Williams & Humbert cellars are key to creating these exclusive rums. 

TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?

We educate them through numerous initiatives. Our entire network of Area Managers from the wineries attends trade fairs, hosts product masterclasses, conducts tastings, and carries out various activities at points of sale. And, of course, we maintain very close contact with our distributors, who possess deep knowledge of our rum, making them true brand ambassadors. In our case, we aim to convey to the consumer the great richness and added value that Jerez and our wineries bring to this singular rum. 

TRL: How do you manage quality and consistency as your brand grows and enters new markets?

In our case, we have maintained very controlled growth in order to preserve the quality of the product. In fact, for several years, despite strong demand, we limited the sale of certain references, such as Dos Maderas Luxus. This approach allows us to guarantee the product’s average age and maintain its quality.

For our best-seller, Dos Maderas 5+5, we also aim to keep organic growth moderate. In this way, to meet the demand for this rum without compromising its age or quality, our wineries invest each year in acquiring additional soleras. 

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

If someone is just starting out in the world of rum, I would encourage them to try different types. In our case, for example, we offer a wide range that includes both dry and sweet rums. I would also advise that, at least initially, they drink it neat, in order to appreciate all its nuances. Additionally, they should take an interest in the product’s production process and history, as well as the people behind the brand. 

This is why I consider platforms like this one, such as The Rum Lab, so important—they are an excellent tool for promoting and sharing knowledge about this versatile and special spirit. And of course, as I mentioned earlier, I would encourage them to visit the production facilities and the places where the rum is made, as this provides a much broader and richer understanding of the product. 

TRL: How can people learn more about you? Website? Social media page?

• https://www.instagram.com/dosmaderas

• www.dosmaderas.com

• www.williams-humbert.com