Union Collective adds Dean Callan as Head of Cocktails and Spirits

Creative Brand Experience studio, Union Collective has formed a strategic partnership with hospitality industry specialist Dean Callan in a bid to prioritise authentic on-trade insight across the drinks sector.

With this partnership, Union Collective doubles down on its mission to set a new standard for innovation in the drinks and hospitality marketing landscape, delivering their best-in-class community first strategy that resonates with both consumers and trade professionals.

An acclaimed bartender, educator and content creator, Dean Callan has over a decade of experience in the global drinks industry. His career spans senior roles with leading spirits houses including William Grant & Sons and Diageo’s Reserve Brands, alongside hands-on experience behind the bar at world-renowned venues such as Milk & Honey. Callan is widely recognised for his leadership as Global Brand Ambassador for Monkey Shoulder, where he grew the brand to sell an estimated 400,000 cases per year. Going on to work as an independent consultant, he brings deep category expertise and a genuine, long-standing connection to the global community of bartenders and hospitality tastemakers.

As Head of Cocktails and Spirits, Callan will work across the hospitality vertical with a focus on community advocacy, experiential events, on-trade brand marketing and drink strategy alongside Union Collective Co-Founders Mark Mitchell and Luke Hughes.

Mark Mitchell, CEO and Co-founder said: “We’re thrilled to welcome Dean to the team, his reputation for creativity, mentorship, and fresh ideas makes him a great addition. Partnering with the brightest and most experienced talent allows us to deliver unique experiences and drive genuine engagement, benefiting brands and their communities.”

As part of his new role, Callan will spearhead the development of innovative drinks and spirits focused content channels and lead special events and collaborations designed to inspire and educate the on-trade.