Johnnie Walker to open its first flagship experiential retail store in Madrid | Progresiv
Diageo has announced that Johnnie Walker will open a flagship store in Madrid that will house a special collection of the brand's whiskeys, and host a series of immersive experiences. 
The store is scheduled to open in November of this year, and will offer whiskey appreciation classes and tastings to help visitors explore the variety Johnnie Walker has to offer.
President of Diageo Europe, John Kennedy, commented, “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 store will have an interactive hosting area, where guests can discover the craft of cocktail making.
It will also have feature a tasting table, where visitors can enjoy the flavours of various Johnnie Walker whiskeys.
The store's personalisation station will allow visitors to find unique gifts, and add bespoke engravings and labels to their purchases.
The store will also house some of the rarest and most exceptional single malts from which the award-winning scotch is crafted. Limited-edition curated collaborations, exclusive to the store will also be available.
The company's global category director for scotch and reserve brands, Cristina Diezhandino, said, "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.”
Earlier this year, the company announced plans to invest 150 million pounds in Scotch whiskey tourism in Scotland. (www.esmmagazine.com)
