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

# Values

These values describe the choices MURI makes when making and talking about its drinks. They come from the brand guide and the founder, with one value clarified during the interview.

## 1. Originality

**tier:** core

MURI does things differently and never imitates what has gone before. The brand guide lists this as "Disruption," but the founder clarified MURI is not outwardly punk or provocative. It means creating new things and flavors people have not tried before.

**Manifestation in practice:** MURI does not make de-alcoholised versions of existing drinks. It builds a new category through original recipe making.

## 2. Craft

**tier:** core

MURI is passionate about craftsmanship and detail. Every step, from fermentation to bottling, happens in-house at the Copenhagen blendery.

**Manifestation in practice:** The process is kept close. Production stays in-house to honor the ingredient, the process, and the people MURI makes it for.

## 3. Authenticity of ingredients

**tier:** core

MURI uses wild botanicals, real fruits, and vegetables, all carefully sourced. No concentrates, flavorings, or preservatives.

**Manifestation in practice:** MURI works with small-scale farmers and forages in Danish forests. Every ingredient has a purpose.

## 4. Curiosity

**tier:** default

MURI is obsessed with experimentation and exploring new ideas, techniques, and ingredients. It blends unexpected elements to create something new.

**Manifestation in practice:** Open tastings let guests try the chefs' latest flavor experiments. Limited editions come from the test kitchen.

## 5. Flavor first

**tier:** core

Deliciousness is the north star. Flavor sits at the centre of every decision, not sobriety or any cause.

**Manifestation in practice:** MURI concentrates on deliciousness rather than celebrating the sober movement.

## Agent resolution order

When values conflict in a judgment call, prioritize:

1. Flavor first
2. Authenticity of ingredients
3. Craft
4. Originality
5. Curiosity