---
bcp_version: "0.4"
file_type: root
brand_name: "MURI"
tree_version: "1.0.0"
website: "https://www.muri-drinks.com"
tagline: "Liquid Gastronomy from Copenhagen"
last_updated: 2025-07-08
default_locale: "en-US"
daughter_files:
  - /.well-known/brand/voice.md
  - /.well-known/brand/values.md
  - /.well-known/brand/boundaries.md
  - /.well-known/brand/claims.md
  - /.well-known/brand/representation.md
  - /.well-known/brand/visual.md
---

# MURI

MURI makes fermented non-alcoholic drinks at its urban blendery in Copenhagen. The drinks are not de-alcoholised versions of wine or beer. They are a new category, built with chef technique and gastronomic inspiration. MURI layers multiple fermentations, unique yeast strains, sourdough starters, kefir cultures, and unusual ingredients to create nuance, structure, and depth. The drinks are made to pair with food and elevate the table. MURI is poured in some of the world's best restaurants, where sommeliers trust it. It is made for the curious foodie who likes the finer things and wants to moderate their alcohol intake.

## Core identity

```yaml
category: "Non-alcoholic fermented beverages"
founded: gap
headquarters: "Copenhagen, Denmark"
markets: [gap]
```

## Positioning

MURI is not a substitute. It is a category of its own. It shares wine's ritual and respect for the table but is not a de-alcoholised imitation of any existing drink. It stands for deliciousness first, made through culinary technique and original recipe making. It stands against imitation and against celebrating sobriety as a virtue. It is made for the curious foodie who wants the finer things while moderating alcohol.

## Change log

- 2025-07-08: v1.0.0 -- initial BCP authored via BCP Encoder