Thursday, October 11, 2018


Diageo, has announced that it will be opening its first Johnnie Walker flagship experiential store, in Madrid, this November.

The flagship store will house a special collection of Johnnie Walker whiskies and host a wide variety of immersive experiences, whisky appreciation classes and tastings designed to help visitors explore the world of Johnnie Walker blended Scotch whisky.

Johnnie Walker to open its first flagship experience store in Madrid

The Spanish capital was selected as the location for the first Johnnie Walker experiential retail flagship due to its status as a leading tourism and retail destination and the popularity of Scotch in the country.

The brands first flagship store, will feature 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 visitors will be able to find gifts and add bespoke engravings and labels to their purchases.

Alongside the extensive portfolio of Johnnie Walker whiskies, visitors will also be able to purchase some of the rarest and most exceptional single malts from which the award-winning Scotch is crafted and explore limited edition curated collaborations, exclusive to the store itself.

Commenting on the news, Cristina Diezhandino, Global Category Director Scotch and Reserve Brands, said: “The direct-to-consumer Johnnie Walker experiential retail flagship is the latest step in our ambition to bring unique experiences to consumers through our brands. We know that people want their shopping experiences to be straightforward and easy but they also want them to feel personal and engaging too. By offering a retail space which combines interactive experiences with the diversity and rich heritage of Johnnie Walker, we hope to offer something new and exciting that will really delight people.”

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.

Posted by Steve Rush