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STORE SPACES

Johnnie Walker strides into flagship retail

BY Marianne Wilson

Even spirit makers are getting into experiential retail.

Johnnie Walker has opened its first experiential flagship, in Madrid.

The space, designed for Scotch lovers and whisky novices alike, features a wide variety of immersive experiences, including whisky appreciation classes and tastings.

Visitors can choose from a special collection of Johnnie Walker whiskies, purchase some of the rarest single malts from which Johnnie Walker is crafted and explore limited edition curated collaborations exclusive to the store. Among the experiences is an interactive hosting area where customers can discover the craft of cocktail making, a tasting table where they can deep dive into the flavors that make up Johnnie Walker and a personalization station where personalized engravings and labels can be added to purchases. The store also offers virtual experiences that include a tour of Scotland.

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