The Johnnie Walker retail store has been opened in Madrid as a specialty spot for whiskey connoisseurs to patronize when seeking a more immersive experience with the iconic libation brand. The store is intended to promote the brand in general by offering exclusive tasting sessions for customers, virtual reality experiences that teach them about the heritage of the brand and much more. The store will also offer patrons exclusive access to limited-edition collaborations that are only available in-person.
Speaking on the Johnnie Walker retail store, Johnnie Walker Global Brand Director, John Williams, said, "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."
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