Union Collective Forms Partnership with Hospitality Industry Specialist Dean Callan

Jan. 28, 2026

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.

Union Collective was formed by Mark Mitchell and Luke Hughes in 2024 following their exit from creative experience agency Lively, where Mitchell was chief innovation officer and founding partner while Hughes operated as head of content.

Over the past 12 months Union Collective's relationship with Callan has been developing, following successful collaborations across US & UK hospitality projects. The partnership has seen Callan playing a key role in House of 1698, Berry Bros. & Rudd's American debut in Washington DC, where Union Collective led the businesses' US experiential launch campaign. Callan also designed and directed the fitting concept for The Martini Boutique by No.3 Gin, an immersive Soho takeover where Martini curious guests discovered their perfect serve.

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.

Dean Callan, Head of Cocktails and Spirits, said:

"Admittedly I’ve not always been the biggest fan of agencies, but Union Collective’s vision for authentic community engagement and innovation with the drinks industry really resonated with me. I look forward to working with a team that’s able to take a project from strategy to finished campaign, whether it's a piece of media for the bartending community or a consumer facing brand activation."

 

This appointment is a testament to Union Collective’s belief that partnerships are the key to building a vibrant, sustainable future for innovation in the brand experience space.