Johnnie Walker opens flagship Madrid store to public

Johnnie Walker has opened a “first-of-its-kind” experiential flagship store in Madrid, which “promises to become a leading destination for Scotch lovers and whisky novices alike”.

The new Johnnie Walker store is the “first-of-its-kind”

Located in the Barrio de Salamanca district of Madrid, the new space offers a “special collection” of Johnnie Walker whiskies, as well as some of the “rarest” single malts used to create the blend and store-exclusive bottlings.

Visitors will be able to take part in whisky appreciation tastings and cocktail experiences led by an in-store cocktail expert.

A ‘personalisation station’, meanwhile, will allow shoppers to add bespoke engravings and labels to their purchases, and a series of virtual experiences will take them on a tour of the Highlands, Lowlands, Islands and Speyside.

“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,” said John Williams, Johnnie Walker brand director.

“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 opening follows news that Johnnie Walker owner Diageo is investing £150 million (US$200m) to open a new Johnnie Walker experience in Edinburgh and upgrade its visitor centres across Scotland.

The store hosts a variety of immersive experiences