Our Johnnie Walker experience opens in Madrid

Our Madrid experience for legendary whisky company Johnnie Walker opens in Madrid. We worked with Diageo to create a retail space that would excite, educate and delight customers.

Dalziel & Pow
By Dalziel & Pow
Posted 14. 11. 2018
Johnnie Walker Flagship Experiencial Madrid 2 e1542191296976

The flagship store houses a special collection of Johnnie Walker whiskies and hosts a wide variety of immersive experiences, whisky appreciation classes and tastings designed to help visitors explore the world of Johnnie Walker and Scotch.

Johnnie Walker Flagship Experiencial Madrid 1 e1542190354560

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.

Johnnie Walker Flagship Experiencial Madrid 9 e1542190686313

The cutting-edge store features 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 visitors can find unique gifts and add bespoke engravings and labels to their purchases.

Johnnie Walker Flagship Experiencial Madrid 4

Alongside the extensive portfolio of Johnnie Walker whiskies, visitors to the flagship store are able to purchase some of the rarest and most exceptional single malts from which the award-winning Scotch is crafted and explore limited-edition curated collaborations, exclusive to the store itself.

Johnnie Walker Flagship Experiencial Madrid 5

“The direct-to-consumer Johnnie Walker experiential retail flagship is the latest step in our ambition to bring unique experiences to consumers through our brands. We know that people want their shopping experiences to be straightforward and easy but they also want them to feel personal and engaging too. 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.” Cristina Diezhandino Global Category Director Scotch and Reserve Brands

Johnnie Walker Flagship Experiencial Madrid 8

“We’re incredibly excited to bring this Johnnie Walker flagship to Europe. 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.” John Kennedy President of Diageo Europe

Johnnie Walker Flagship Experiencial Madrid 3

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.

Johnnie Walker Madrid
arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon