First-of-its-kind Experiential Whisky Retail Store From Johnnie Walker

Johnnie Walker, the world’s No.1 Scotch Whisky, opens its first flagship experiential retail store in Madrid. The exciting new space, which promises to become a leading destination for Scotch lovers and whisky novices alike, 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.

Johnnie Walker

Johnnie Walker, the world’s No.1 Scotch Whisky, opened its first flagship experiential retail store in Madrid yesterday. The cutting-edge store is located on Calle de Serrano – adjacent to the Puerta de Alcalá – in the fashionable Barrio de Salamanca district of the Spanish capital. (PRNewsfoto/Johnnie Walker)

Visitors will be able to choose from a special collection of Johnnie Walker whiskeys, 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.

Johnnie Walker

The exciting new space, which promises to become a leading destination for Scotch lovers and whisky novices alike, 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. (PRNewsfoto/Johnnie Walker)

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 flavors that lie at the heart of Johnnie Walker and a personalization station where people can find unique gifts and add bespoke engravings and labels to purchases.

The cutting-edge 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 breathtaking Highlands, the intrigue of the Islands, the lush Lowlands and the secrets of Speyside, culminating in a taste of Johnnie Walker.

Johnnie Walker

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 flavors that lie at the heart of Johnnie Walker and a personalization station where people can find unique gifts and add bespoke engravings and labels to purchases. (PRNewsfoto/Johnnie Walker)

There will also be seasonal offerings, with a Johnnie Walker cocktail-expert in-store this festive season to demonstrate how you can impress guests with a pairing of frozen Johnnie Walker Gold Label Reserve and a taste of hand-made, award-winning Scottish chocolate as well as show the cocktails and techniques that will turn your party drinks into showstoppers.

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 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 program 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.

Johnnie Walker is the world’s number one Scotch Whisky brand (IWSR), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above else.

Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for over 18 million cases sold annually (IWSR, 2017), making Johnnie Walker the most popular Scotch Whisky brand in the world.