Jamie Fay has more than 25 years of experience at some of the biggest names in global CPG, including Mars, Danone and Nature’s Path, among others. But it was a frank conversation with his kids that would set him down an entirely new path.

Drawing from his family’s history with alcoholism, Jamie encouraged his teenage sons — particularly his older son, who was off to college — to make rational decisions around alcohol consumption. When they quipped that “RationAle” was a great name for a non-alcoholic beer company, Jamie realized he could converge his personal and professional experiences to make a meaningful, positive impact.

In just over a year, Jamie has built RationAle into a major player in the non-alcoholic craft beer space, being named one of the people “leading the non-alcoholic craft beer movement” by The Takeout. Jamie’s own active lifestyle and love of craft beer, and that of his peers, continue to push Jamie’s mission of reinventing the NA beer category’s reputation from stodgy to one that centers on living an active, inspired life through moderation and making health-forward choices.

Topics/talking points:

-Non-alcoholic beverage trends/the moderation movement

-Family history of substance abuse

-A-ha moment/finding one’s purpose