Johnnie Walker recently opened its first experiential flagship store in Madrid. The new space, especially for whiskey lovers, is home to a wide variety of immersive experiences, including whiskey appreciation classes and tastings designed to help people explore the world of Johnnie Walker and whiskey. Visitors can choose from a special collection of Johnnie Walker whiskies, purchase some of the rarest and most exceptional single malts from which Johnnie Walker is made, and explore limited edition curated collaborations exclusive to the new store.
Among the experiences on offer are an interactive hosting area where guests can discover the craft of cocktail making, a tasting table where they can dive deep into the flavors that are at the heart of Johnnie Walker and a personalization station where people can find unique gifts and tailor-made add created engravings and labels to purchases.
The state-of-the-art store offers virtual experiences such as Discover Scotland through Johnnie Walker allowing visitors to discover Johnnie Walker by touring the four corners of Scotland, the breathtaking Highlands, the intrigue of the Isles, the lush Lowlands and the secrets of Speyside, in a taste of Johnnie Walker.
