Johnnie Walker to open a first experiential store in Madrid

In November, Diageo’s Scotch Whisky brand ’Johnnie Walker’ is to open a flagship experiential store in Madrid (Spain). The store will feature a special collection of Johnnie Walker whiskies, as well as offer whisky host appreciation classes and tastings to help visitors explore the brand. “The direct-to-consumer Johnnie Walker experiential retail flagship is the latest step in our ambition to bring unique experiences to consumers through our brands”, said the British company.