Johnny Walker's Experiential Retail Initiative

Hailed as the first of it's kind, Johnny Walker has launched an 'Experiential Whisky Retail Store' - A flagship experiential retail store in Madrid. It's an interesting take on almost creating a tourist trip to Scotland within the retail store in Madrid, and allowing visitors to explore the brand in a new, creative, and very memorable way.
Here, we take a look at some of the experiences on offer by the Scotch Whiskey brand, and what other beverage retailers can learn from this initiative.

A Destination
The store was created to become a destination for Scotch lovers and whiskey novices, and they achieve this with live events and classes. There are whisky appreciation classes and tastings designed to help people explore the brand, and an interactive hosting area where guests can discover the craft of cocktail making. The brand has also worked to introduce seasons offerings such as Johnnie Walker cocktail-experts in-store who can demonstrate how to introduce cocktails and food pairings for parties over the holiday season.

Personalization
We know consumers are increasingly seeking more personalized experiences, and Johnnie Walker doesn't disappoint in this area. One of the experiences available in-store is an interactive hosting area, where shoppers can find and add bespoke engravings and labels to purchases. This makes for a great souvenir of the visit for shoppers.

Technology
Although located in Madrid, the store whisks visitors to the four corners of Scotland through a virtual experience called "Discover Scotland through Johnnie Walker'. Guests can discover the "breathtaking Highlands, the intrigue of the Islands, the lush lowlands and the secrets of Speyside, culminating in a taste of Johnnie Walker". This creative storytelling format enhances the shoppers experience of (and connection to) the brand.

Exclusive Products
On offer are some of the rarest and most exceptional single malts from Johnnie Walker and limited editions exclusive to the store - another reason to visit the store.
Johnnie Walker joins other spirit brands such as Guiness - who brought a $90 million brewery with experiential retail elements to Maryland. Almost 300,000 people visit the brewery every year, proving this to be a winning technique for spirit brands.