The Scotch whisky brand recently opened a flagship store in Madrid that offers guests immersive and exclusive experiences such as whisky classes and tastings, rare brews, a personalization service and more

Whisky brand Johnnie Walker opened an experiential flagship store in Spain's capital city that features visual displays and limited-edition products. The goal of the Madrid shop is to raise awareness for the brand as well as educate consumers on its products and history.

The virtual displays in the flagship shop will display a history of the brand's heritage and offer a selection of single malt Scotch whisky. The store will also offer a collection of goods developed through collaborations, sold only in the Madrid location, and a personalization service to let customers create unique gifts.

This Diageo brand is committed to engaging its customers with experiential installations such as these and to promoting Scotch whisky globally. These stores will offer tastings and classes on recognizing and appreciating the subtleties of some of Johnnie Walker's best products, hoping to drive commerce with branded and interactive content celebrating its heritage.

Johnnie Walker

Whisky brand Johnnie Walker opened an experiential flagship store in Spain's capital city that features visual displays and limited-edition products. The goal of the Madrid shop is to raise awareness for the brand as well as educate consumers on its products and history.

The virtual displays in the flagship shop will display a history of the brand's heritage and offer a selection of single malt Scotch whisky. The store will also offer a collection of goods developed through collaborations, sold only in the Madrid location, and a personalization service to let customers create unique gifts.