Johnnie Walker Opens Its Own Store In Madrid

Walker Comes Around As Whisky Comes Back Into Fashion In Spain

By Emma Briones

(Credit: Emma Briones)

So, you’ve decided to go on holiday to Spain. I have good news for you! Besides sunny days and awesome food, we’ve got a new mandatory stop for whisky fans around the world. It is in Madrid and it is the first of its kind: the new Johnnie Walker flagship store.

Doors just opened recently in what it is supposed to be the newest attraction in town. Located in the posh neighborhood of Salamanca, the shop occupies number 2 of Serrano street, so you will find it near Chanel, Louboutin and Hugo Boss.

Red, Black, Green… All the Labels
If you’ve been looking for a Johnnie Walker expression that should be on your liquor store shelves and been stymied, this is the place to come looking. From Red and Black Label miniatures to the latest Blue Label Ghost & Rare Port Ellen Edition, including the latest Blender’s Batch expressions and the Game of Thrones tie-in, White Walker Limited Edition.

And there’s even more. Have you dream of designing your own Johnnie Walker? There’s a special whisky for that. It is called Johnnie Walker My Edition, and you can also have yours at Madrid’s flagship store. Just taste the styles, choose how you like it, and even personalize the bottle if you wish. You can ask for their engraving service (personalization is an option for the Johnnie Walker My Edition or any other expression).

Whisky Tastings and Master Classes
Have you ever considered a Johnnie Walker Black Label deconstructive tasting? At the new Johnnie Walker flagship store you can join different tastings, for whisky newbies and connoisseurs. Also, the trained team of Johnnie Walker experts will try and adapt for the participant’s level in each activity.

For 15 euros, you can do the Johnnie Walker deconstruction, called “Discover Scotland.” This tasting also includes free engraving for any bottle you want to buy at the shop. There is also a blending masterclass. It costs around 30 euros and you’ll be able to taste 4 different whiskies and create your own blend.

If you rather surprise your friends with your bartending abilities, there are also cocktail master classes. You will be able to learn one of Johnnie Walker’s perfect serves and also you’ll be able to reproduce it at home, as the shop has all the necessary cocktail ingredients.

There’s also a great opportunity to learn about whisky pairing with Iain Burnett chocolates. Burnett is one of the greatest Highland chocolatiers, and a great option if you want a whisky and chocolate pairing.

Wait, There’s More
My favorite part about the flagship store is that, when it comes to whisky, there is more than Johnnie Walker. Diageo has taken this chance to bring to Spain some whiskies that were a little bit harder to find.

So now you can find some Diageo drams like Dalwhinnie, Glenkinchie or Clynelish. And if you think that you already have them at home… well, not at this price. One of the things that pushed Diageo to open the shop in Spain was that due to taxes, whisky is cheaper in Spain. So now you can have a dram of your favorite whisky at the shop, and also take it home at a favorable price.

Johnnie Walker flagship store in Madrid is the first of its kind and it looks like it’s going to stay for a while. The shop is already opened and welcoming visitors. If you want to save your sport for any activity, you can get your tickets on Eventbrite.

Now pack your bags and come visit us, as it is a place of pilgrimage for any whisky lover.