Johnnie Walker opens whisky retail store in Madrid, Spain

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”.

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. It also features exclusive limited-edition curated collaborations.

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 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.