---
bcp_version: "0.7"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-07-12
---

# Boundaries

This file is the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of MURI. It defines what agents must never do, what requires judgment, and how to frame MURI safely in paid and earned contexts.

## Hard nos

These are absolute. No exceptions, no contextual allowances.

```yaml
hard_no:
  - item: "Never describe MURI as a copy, substitute, or replica of any alcoholic drink. MURI is not a non-alcoholic gin, non-alcoholic wine, or any other analogue. It is its own category."
    tier: core
    rationale: "Owner confirmed: MURI deliberately does not try to replicate spirits like gin, because it would taste worse and feel less fun."

  - item: "Never claim MURI products contain concentrates, artificial flavorings, or preservatives. The brand uses only real fruits, juices, and botanicals."
    tier: core
    rationale: "Owner confirmed: MURI only ferments real fruits, juices, and botanicals, using no concentrates, flavorings, or preservatives."

  - item: "Never produce or imply that MURI is a mass-market, accessible-to-all, or broadly available consumer product. The brand is chosen by the teams behind some of the world's best restaurants."
    tier: core

  - item: "Never use language that positions MURI as a wellness supplement, health product, or functional beverage in the clinical sense."
    tier: core

  - item: "Never attribute quotes, claims, or endorsements to named collaborators (Anne-Sophie Pic, Koan, Esse) without verified source language. Do not paraphrase their statements as direct quotes."
    tier: core
```

## Soft nos

These are judgment calls. Context determines appropriateness.

```yaml
soft_no:
  - item: "Avoid describing MURI as 'alcohol-free' as a primary identity marker. The more specific frame is non-alcoholic drinks rooted in culinary technique and real ingredients."
    tier: default
    condition: "Acceptable in regulatory or labeling contexts where the descriptor is legally required or consumer-facing clarity demands it."

  - item: "Avoid casual or playful tones that undercut the culinary seriousness of the brand. MURI is made in an urban blendery using heritage varietals and foraged botanicals."
    tier: default
    condition: "A lighter register is acceptable in social contexts, but must not collapse into generic lifestyle beverage marketing."

  - item: "Avoid describing the Copenhagen urban blendery as a 'factory', 'facility', or 'production plant'."
    tier: default
    condition: "Acceptable only in regulatory, import, or logistics documentation where technical language is required by the receiving party."

  - item: "Avoid framing collaborations (Anne-Sophie Pic, Koan, Esse) as endorsements or sponsorships. They are creative partnerships between culinary equals."
    tier: default
    condition: "A factual reference to the collaboration by name is acceptable; framing it as a celebrity endorsement is not."

  - item: "Avoid ingredient-level claims that go beyond what is publicly documented on muri-drinks.com. Do not specify fermentation times, exact ratios, or sourcing provenance unless MURI has published that detail."
    tier: default
    condition: "General references to real ingredients and culinary technique are acceptable."
```

## Brand safety

For vendor platforms, brand-safety tools, and DSPs.

```yaml
brand_safety:
  adjacency_unsuitable:
    - "Alcohol brand advertising (any category)"
    - "Alcoholic beverage retail"
    - "IAB 3.0: Alcoholic Beverages"
    - "GARM Floor: content that demeans or harms"
    - "GARM Floor: illegal content"
    - "Fast food and mass-market soft drink advertising"
    - "Supplement and diet product advertising"
    - "Generic wellness and detox content"
    - "Celebrity gossip and tabloid content"
    - "Gambling and sports betting"
    - "Political advertising"

  adjacency_acceptable:
    - "Fine dining editorial and restaurant coverage"
    - "Food and beverage journalism (serious publications)"
    - "Chef profiles and culinary culture content"
    - "Travel content focused on food destinations"
    - "Design and architecture editorial"
    - "Independent hospitality and hotel content"
    - "Fermentation and food science editorial"
    - "Sustainability and provenance-focused food content"

  adjacency_contextual:
    beverage_media:
      rule: "Acceptable when editorial tone is serious and ingredient-focused. Not acceptable when content celebrates volume consumption, drinking culture, or alcohol as a lifestyle signifier."
    lifestyle_media:
      rule: "Acceptable when the publication covers food, craft, or design at a high editorial standard. Not acceptable in general lifestyle, fitness, or wellness contexts that are not food-specific."
    social_platforms:
      rule: "Acceptable on platforms where MURI's restaurant and culinary audience is reachable. Avoid placements in feeds dominated by mass-market food and drink brands."
```

## Regulatory constraints

```yaml
regulatory:
  framework: "EU food labeling law; Danish food safety regulations; import labeling requirements in markets where MURI is distributed."
  notes: "Non-alcoholic designation must comply with applicable legal thresholds in each market. Do not assert absolute zero-alcohol content unless that is verified for the specific product and market. The site targets an international audience (country/region selector present)."
  restricted_claims: "Any health or medical benefit claims require legal review before use in marketing. Do not claim MURI products treat, prevent, or address any health condition."
```