Johnnie Walker Uncorks Experiential Whisky Store In Madrid

With competition heating up — within the whisky market and among other types of wine, beer and spirits products — brands are stepping up their marketing game. Winning global whisky brands will be able to grab a growing share of the segment, expected to reach $7.4 billion by 2023, a 5.3% CAGR (compound annual growth rate) 5-year increase.

Johnnie Walker is looking to compete by targeting European consumers (and tourists) with a new experience-focused store in Madrid this year. Offering features including a virtual tour of Scotland, an interactive hosting area where customers can learn the art of cocktail-making, and a personalization station, the first Johnnie Walker flagship store opened in Madrid, Spain on Nov. 8. And if all that’s not enough, the store also sells whisky.

The experiential store, located…