Lock-In Live

Client: Monkey Shoulder, William Grant & Sons

Monkey Shoulder Presents…Lock-In Live that brought together 130 bar tenders from 32 different countries for an event that reinvented the conventional virtual experience as a 3-hour live studio, TFI Friday style broadcast event.

We needed to inform, connect and empower the audience. Building a strong international community that would create genuine long-term brand advocacy – all the while delivering moments of playful escapism.


By creating an interactive TV broadcast style event Monkey Shoulder Presents…Lock-In Live would play to the strengths of the brand’s cheeky personality. While the theme of ‘Future Proofing the industry’ would give the audience the chance to both learn and feel empowered to input into the future of bartending.


A format packed with fun, interactive content, Q&As, community chat, competitions, quizzes, awesome prizes and of course a live DJ. It truly was an event for the bartending community, by the bartending community.