MURI

claims.md

---
bcp_version: "0.4"
file_type: claims
parent: /.well-known/brand.md
last_updated: 2025-07-08
---

# Claims

All marketing claims MURI is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file.

## Approved at launch

```yaml
approved_at_launch:
  - claim: "No concentrates, flavorings or preservatives."
    tier: core
    proof_status: approved
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: false
    approved_language: null
    evidence: "MURI manifesto and brand guide, 2025.07.08."

  - claim: "Every step, from fermentation to bottling, happens in-house at the Copenhagen urban blendery."
    tier: default
    proof_status: approved
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: false
    approved_language: null
    evidence: "MURI manifesto and brand guide, 2025.07.08."

  - claim: "Poured in some of the world's best restaurants."
    tier: default
    proof_status: approved
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: false
    approved_language: null
    evidence: "Named accounts: The Orient Express, Eleven Madison Park, Alinea, Gordon Ramsay, The Dorchester, Jordnaer."

  - claim: "Made with culinary techniques. Liquid gastronomy from Copenhagen."
    tier: core
    proof_status: approved
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: true
    approved_language: "Liquid Gastronomy from Copenhagen."
    evidence: "Brand promise and tagline, brand guide 2025.07.08."
```

## Requires caveat

```yaml
requires_caveat:
  - claim: "Our ambition is to make the best non-alcoholic drinks in the world."
    tier: default
    proof_status: requires_caveat
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: false
    approved_language: null
    caveat: "Frame as ambition, not as a verified fact. The brand guide states this as ambition."
    evidence: "Social sample copy, brand guide 2025.07.08."
```

## Forbidden

```yaml
forbidden:
  - claim: "A de-alcoholised alternative to wine."
    tier: core
    proof_status: forbidden
    owner: "[gap]"
    validity_window:
      valid_from: 2025-07-08
      valid_until: null
    source_hash: "[gap]"
    exact_text: false
    approved_language: null
    reason: "MURI is not a de-alcoholised version of an existing drink and not a substitute."
```