Recruiting the next generation of whisky explorers with a DTC experience
In a market where consumer relationships tend to be with the retailer or distributor rather than the brand itself, spirits producer Diageo wanted to develop a more personal connection with their audience. We were asked to design their first-ever direct-to-consumer brand experience for the high street and bring the world of Johnnie Walker to life in its own dedicated space, whilst also capturing the attention of a new, younger audience.
Scotch can be perceived as traditional, old-fashioned and serious. In order to recruit the next generation of whisky explorers and introduce a fresh perspective on Scotch, we needed to create an accessible and appealing new destination for consumers to engage with and discover Johnnie Walker whisky for themselves.
Key insight: Whisky tends to be a niche that people want to get into, but there’s a lack of overall category knowledge and an inability to confidently navigate. An accessible, hands-on experience that promotes education will break this barrier.
We designed an experiential flagship in Madrid that plays host to a wide variety of immersive experiences for visitors to connect with. The innovative store features an interactive hospitality area where guests can discover the craft of cocktail-making, a tasting table allowing customers to dive into the flavours that lie at the heart of Johnnie Walker, and a range of personalisation options ensuring each visitor has an experience they’ll never forget.
The space also acts as the omnichannel hub for marketing Johnnie Walker in Spain. Digital sales are fulfilled from the flagship, whisky education events are held, and brand ambassadors broadcast from the store. A digital approach appeals to a tech-savvy younger audience, with an entrance screen profiling each visitor and pairing them with their matching whisky cocktail. In the evenings, the store transforms into a popular bar.
Strategic shift: From a traditional category that’s not understood, to a connected and fresh perspective on Scotch.
We commissioned local artist Nuria Toll to create vibrant artwork for the space.
“ 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. 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
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