Johnnie Walker launches first flagship store in Madrid

Johnnie Walker – the world’s best-selling Scotch whisky brand – has opened its first flagship store. Located in Madrid, the store features experiential activities including tasting sessions and cocktail-making classes, and stocks some products that are unique to the flagship.

Parent company Diageo appointed Dalziel & Pow to design the store on Calle de Serrano. Madrid was chosen for project because of the popularity of whisky in Spain. Johnnie Walker has a substantial market share in the country.

“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. 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,” says Johnnie Walker global brand director John Williams.

The store features a suite of digital signage, including a large touchscreen system to give customers suggestions on what cocktail they might like, based on other preferences. Ingredients for the cocktails are merchandised together on an adjacent fixture.

A personalisation station enables customers to sample products and then order engraved bottles, a feature which is expected to be a popular gifting option. The feature is an evolution of the My Edition online customisation service.

Other Diageo spirits, including a range of single malt whiskies, are promoted at the rear of the store, while a ‘Discover Scotland through Johnnie Walker’ area takes customers through the different styles of whisky made around the country. A chocolate and whisky matching counter presents new tasting combinations.

An activation area will up updated seasonally, and for the launch features large displays for a White Walker tie-up with Game of Thrones.

Displays for the most popular Johnnie Walker variants feature scent modules, to let customers experience the difference notes of each whisky.

The store will host a variety of events and private functions, with tickets available from online booking services.

“Madrid is the perfect place for us to test this new concept of an experiential flagship,” says Christina Diezhandino, head of Scotch for Diageo, who adds that the dynamic fashion and gastronomy scenes in the city will mean it embraces the store.

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