Famed Whiskey brand Johnnie Walker has opened its first retail store in Madrid. The Diageo owned brand aims to promote both Johnnie Walker and Scotch whisky and will feature virtual experiences that showcase the legacy of the brand.

The store will also include a special collection of whiskies as well as limited edition drinks exclusive to the store.

“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,” said John Williams, global brand director.

The opening of the store follows the news of Diageo’s 150 million dollar investment to promote scotch whiskey over the next three years.