Johnnie Walker recently opened the doors to its first-ever interactive flagship store in Madrid, Spain, which is centered around sharing immersive experiences, classes and tastings to help consumers dive deeper into the brand and its products.
The dynamic flagship store boasts an interactive hosting area, which includes a tasting table to help visitors explore the art of cocktail-making. Once a unique gift has been found, visitors may visit the personalization station to add customized labels and engravings. The store also offers virtual experiences like Discover Scotland, which transports guests to Scotland's breathtaking Islands, Lowlands and beyond.
At the interactive flagship location, visitors also have the chance to shop from a special collection of Johnnie Walker whiskies, including rare single malts, limited-edition products, curated collaborations and store-only exclusives.