05/18/2026
RationAle Brewing Partners with the Andy Irons Foundation to Champion Mental Health and a New Wave of Drinking Culture
At first glance, a non-alcoholic craft beer brand partnering with the Andy Irons Foundation might seem unexpected. But after speaking with RationAle Brewing founder Jamie Fay, it becomes clear this collaboration runs a lot deeper than beer. Mental health awareness and alcohol moderation are built directly into the DNA of the Encinitas-based brand. Fay’s father was one of the top trial lawyers in Canada, one of the youngest Superior Court judges, and a professor at the University of Toronto, but behind the success he struggled with social anxiety and the pressure that came with operating at a high level professionally. Over time, alcohol became part of navigating those environments and eventually created a lifestyle that led to his death far too early in life. “We’re not anti-alcohol and we’re not trying to push sobriety,” says Fay. “We’re about helping people make better choices for themselves without losing the social connection, the fun, or the culture around beer.”
That mindset is exactly why the partnership with the Andy Irons Foundation feels authentic instead of forced. Founded by Lyndie Irons in honor of legendary surfer Andy Irons, the Foundation focuses on mental health awareness, addiction support, and giving young people access to real resources and community support. As RationAle expanded into Hawaii earlier this year, the brand intentionally looked for a partner connected to the islands, surf culture, and making a meaningful impact. Introduced through legendary surf photographer Steve Sherman, the relationship quickly evolved into a natural alignment between two organizations rooted in community, authenticity, and looking out for people before things spiral too far.
Together, they’re launching the “Check In Before You Drop In” campaign throughout Mental Health Awareness Month — a reminder to check in on your friends the same way you’d check the conditions before paddling out.
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