Diageo’s Johnnie Walker whisky brand has opened its first experiential retail store in Madrid, which will feature special Johnnie Walker whiskies and tasting sessions for consumers.
The store aims to promote Johnnie Walker and Scotch whisky in general, and will also feature virtual experiences which demonstrate the heritage of the brand.
The store will feature a special collection of single malt Johnnie Walker whiskies, and will include limited-edition curated collaborations
exclusive to the new store.
John Williams, Johnnie Walker global brand director, said: “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 new follows Diageo’s commitment to invest £150 million over the next three years to promote Scotch whisky to global consumers.