Johnnie Walker to open Madrid flagship store

10th October, 2018 by Owen Bellwood

Diageo will open the first “experiential retail store” for its Johnnie Walker blended Scotch whisky brand in Madrid next month.

The store will offer cocktail-making sessions, tastings and a space for visitors to personalise their purchases

Set to open in November, the store, which will be located in the Barrio de Salamanca district of Madrid, promises to become a leading destination for Scotch lovers and whisky novices alike.

John Kennedy, president of Diageo Europe, said: “We’re incredibly excited to bring this Johnnie Walker flagship to Europe. Madrid is a world class tourist destination and a cultural hub of cutting-edge design, gastronomy, nightlife and business innovation.

“Whether you’re from the city or just visiting, the flagship will be a great way to spend some time, learn more about Scotch, or design the perfect one-of-a-kind gift. ”

The retail space will house a special collection of Johnnie Walker whiskies and will play host to a wide variety of experiences, classes and tastings.

Among the experiences on offer will be cocktail-making sessions, a tasting table where guests can explore the flavours of Johnnie Walker, and a personalisation station where visitors can add engravings and labels to their purchases.

Cristina Diezhandino, global category director Scotch and Reserve brands at Diageo, 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 store will offer an extensive portfolio of Johnnie Walker whiskies, as well as some of the rarest single malts from which Diageo crafts its blended whiskies.

Earlier this year Diageo announced that it plans to spend £150 million (US$215m) on an extensive upgrade of its Scotch whisky visitor centres, as well as a new Johnnie Walker experience in Edinburgh.

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