Scotch Whisky house Johnnie Walker opened its first flagship experiential retail store in Madrid. The experiential Johnnie Walker flagship store adds a sense of fun and discovery to shopping and is a whole new way of experiencing the rich heritage of the brand.
First-of-its-kind Experiential Whisky Retail Store From Johnnie Walker
The launch of the new retail experience follows the announcement of a £150 million investment in Scotch whisky tourism by Diageo throughout Scotland – including plans for the opening of a new state-of-the-art Johnnie Walker visitor experience in Edinburgh, as part of the biggest concerted programme ever seen in Scotland’s whisky tourism sector and is the latest announcement from Johnnie Walker as the brand prepares to celebrate its 200th anniversary year in 2020.
The new experiential store plays host to a wide variety of immersive experiences, including whisky appreciation classes and tastings designed to help people explore the world of Johnnie Walker and Scotch. The cutting-edge store is located on Calle de Serrano – adjacent to the Puerta de Alcalá – in the Barrio de Salamanca district of the Spanish capital.
Visitors will be able to choose from a special collection of Johnnie Walker whiskies, purchase some of the rarest and most exceptional single malts from which Johnnie Walker is crafted and explore limited edition curated collaborations exclusive to the new store.
Among the experiences on offer is an interactive hosting area where guests can discover the craft of cocktail making, a tasting table where they can deep dive into the flavours that lie at the heart of Johnnie Walker and a personalisation station where people can find unique gifts and add bespoke engravings and labels to purchases.