The first flagship experiential store will feature a special collection of Johnnie Walker whiskies. Credit: © Diageo.

Diageo’s Scotch Whisky brand Johnnie Walker is set to open its first flagship experiential store in central Madrid, Spain.

Opening in November, the new store will feature a special collection of Johnnie Walker whiskies, as well as host appreciation classes and tastings to help visitors explore the brand.

Diageo’s Scotch and reserve brands global category director Cristina Diezhandino said: “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.

“We know that people want their shopping experiences to be straightforward and easy but they also want them to feel personal and engaging too.

“By offering a retail space that combines interactive experiences with the diversity and rich heritage of Johnnie Walker, we hope to offer something new and exciting that will really delight people.”

“The flagship will be a great way to spend some time, learn more about Scotch, or design the perfect one-of-a-kind gift.”

Madrid was selected as the location for the experiential retail store due to its strong tourism and retail opportunities.

The decision to open the store follows the prior announcement of a £150m investment in Scotch Whisky tourism throughout Scotland, including plans for the opening of a new Johnnie Walker visitor experience in Edinburgh.

Visitors to the flagship store can purchase rare single malt whiskies.

Diageo’s Europe president John Kennedy said: “We’re incredibly excited to bring this Johnnie Walker flagship to Europe. Madrid is a world-class tourist destination and a cultural hub of cutting-edge design, gastronomy, nightlife and business innovation.

“Whether you’re from the city or just visiting, the flagship will be a great way to spend some time, learn more about Scotch, or design the perfect one-of-a-kind gift.”