Johnnie Walker experiential whisky
Updated: Feb 15, 2019
Scotch whisky brand Johnnie Walker has opened its first flagship experiential retail store in Madrid. In-store experiences include an interactive hosting area where guests can discover the craft of cocktail making, a tasting table where they can deep dive into the flavours that lie at the heart of Johnnie Walker, and a personalisation station where people can find unique gifts and add bespoke engravings and labels to purchases.
The launch of the new retail experience follows the announcement of a £150 million investment in Scotch whisky tourism by Diageo throughout Scotland, including plans for the opening of a new state-of-the-art Johnnie Walker visitor experience in Edinburgh, as part of the biggest concerted programme ever seen in Scotland’s whisky tourism sector and is the latest announcement from Johnnie Walker as the brand prepares to celebrate its 200th anniversary year in 2020.