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

First announced in October, the new store is expected to become a leading destination for Scotch and whisky lovers.

It hosts a variety of immersive experiences such as whisky appreciation classes and tastings, and the flagship store features some of the rarest single malts in the world used by Johnnie Walker. It also features exclusive limited-edition curated collaborations.

The new store offers an interactive hosting area where guests can discover the craft of cocktail making, a personalisation service where people can find unique gifts, and a tasting table where they can explore flavors. The store also provides seasonal offerings.

“It 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.”

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

Johnnie Walker’s global brand director John Williams said: “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. 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.”

Prior to this decision, parent brand Diageo announced the investment of £150m in Scotch whisky tourism throughout Scotland. In 2020, Johnnie Walker will celebrate its 200th anniversary.