Johnnie Walker flagship store opens in Madrid

Diageo has opened its first flagship experience retail store for Johnnie Walker in Madrid. 

The space offers immersive experiences, including whisky appreciation classes and tastings designed to help people explore the world of Johnnie Walker and Scotch.

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 store.

Among the experiences is an interactive hosting area where guests can discover cocktail making, a tasting table where they can explore the flavours of Johnnie Walker and a personalisation station where people can find gifts and add bespoke engravings and labels to purchases.

The store offers virtual experiences such as Discover Scotland through Johnnie Walker allowing visitors to discover Johnnie Walker by taking a tour to the four corners of Scotland, discovering the Highlands, Islands, Lowlands and the secrets of Speyside, culminating in a taste of Johnnie Walker. 

John Williams, Johnnie Walker global brand director, says: “We’re always looking for new ways to surprise and engage our customers and this kind of experiential Johnnie Walker flagship store does just that. It also adds a sense of fun and discovery to shopping and is a whole new way of experiencing the diversity and rich heritage of 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.

12 November 2018 - Sam Coyne the drinks report, editor