CASE STUDY: Turning a brand Into a destination

CASE STUDY: Turning a brand Into a destination

01 May 2019, 13:55 - 14:25

Store Design & Experience Stage

This session will divulge how the world’s best-selling whisky – Johnnie Walker–  is using physical retail to support its ambition to become the most desired, enjoyed and talked-about whisky in the world; highlighting examples from the first global flagship for Johnnie Walker recently opened in Madrid and parent company Diageo’s ambitious £150m Scotch whisky tourism investment program. It will also explore ideas on how to circumvent internal obstacles and turn organizational doubt (“But we don’t know retail”) into a powerful advantage.

  • Making customer participation contagious
  • Transforming category and brand perceptions
  • Amplifying brand humanity, authenticity and vibrancy
  • Balancing commercial and brand success objectives


  • Greg Klingaman


    Global Reserve Retail Director


    Greg is Global Reserve Retail Director at Diageo, where D2C retail and brand home development is an integral part of an evolving experiential...

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