# Experiential Whisky Stores Johnnie Walker's Interactive Flagship in Madrid Has a Tasting Table By Laura McQuarrie | Published 2018-11-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/interactive-flagship References: [fabnews.live](http://www.fabnews.live/first-of-its-kind-experiential-whisky-retail-store-from-johnnie-walker/) 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](https://www.trendhunter.com/trends/immersive-tasting-experience) 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](https://www.trendhunter.com/trends/spot-the-stag), curated collaborations and store-only exclusives. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 84% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Experiential Retail:** Creating interactive flagship stores that offer immersive experiences, classes, and tastings to deepen consumer engagement. - **Personalization:** Providing customization options such as personalized labels and engravings to enhance the consumer experience and create unique products. - **Virtual Experiences:** Integrating virtual reality technology to offer immersive and interactive experiences that transport customers to different locations or environments. ### Where This Applies - **Retail:** Retailers can leverage experiential strategies to create memorable in-store experiences that drive foot traffic and increase customer loyalty. - **Alcohol and Spirits:** The alcohol and spirits industry can adopt interactive flagship stores to educate and engage consumers, showcasing a wide range of products and offering unique experiences. - **Personalized Gifts:** The personalized gifts industry can collaborate with brands to offer customization services, allowing customers to create one-of-a-kind products. ## Related on Trend Hunter - [Immersive Whiskey Brand Activations](https://www.trendhunter.com/trends/johnnie-walker-blue-room.md) - [Speakeasy-Inspired Airport Pop-Ups](https://www.trendhunter.com/trends/black-ruby-popup.md) - [Luxurious Scotch Whisky Platforms](https://www.trendhunter.com/trends/johnnie-walker-vault.md) - [Multi-Sensory Dining Experiences](https://www.trendhunter.com/trends/johnnie-walker-blue-table.md) - [Personalized GenAI Packaging](https://www.trendhunter.com/trends/johnnie-walker-x-scott-naismith.md) - [Scotch Whisky Airport Activations](https://www.trendhunter.com/trends/jfk-terminal-four.md) - [Major International Airport Pop-Ups](https://www.trendhunter.com/trends/popups-at-airport-hubs.md) - [Interactive Tequila Installations](https://www.trendhunter.com/trends/popup-at-heathrow-airport.md) - [Immersive Scotch Whisky Journeys](https://www.trendhunter.com/trends/macallan-celebrated-200-years.md)