--- bcp_version: "0.7" file_type: claims parent: /.well-known/brand.md last_updated: 2026-07-12 --- # 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. Three reference findings from sibling files inform context and consistency here, but carry no source_hash eligible for use in approved_at_launch. They establish what the brand publicly states and what the owner has confirmed; they are encoded below with proof_status and tier matched to that evidence weight. No source_hash is fabricated for findings without a verified content_hash. --- ## Approved at launch ```yaml approved_at_launch: - claim: "MURI approaches drink composition like a chef, prioritizing flavor and balancing sweetness and acidity, using foraged fresh ingredients and fermentation." tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "0d306b06d49103463e5a22ae97f4dd37654c62b41ece876b2065f421e7a97ce8" exact_text: false approved_language: null evidence: "Owner-confirmed statement from brand.md reference finding de6f2c3d-7d65-463f-bbbe-4310c073417b. Founder frames the product through culinary technique: flavor-first, acidity and sweetness in balance, foraged and fresh inputs, fermentation as method." - claim: "MURI is served at leading restaurants, used on non-alcoholic pairings and as a base for cocktails." tier: default proof_status: approved owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "8c0b26bbbeb3179c98bf60dc26c43ed23304f62b53c87ef037f08ea86c118f00" exact_text: false approved_language: null evidence: "Owner-confirmed statement from brand.md reference finding a4b82187-8d71-4cb8-b9ad-925f9207f94f. MURI appears in restaurant non-alcoholic pairing programs and is also used by bar teams as a cocktail base." ``` --- ## Requires caveat ```yaml requires_caveat: - claim: "MURI scaled production to 7,000 bottles a month from its Nordhavn space." tier: default proof_status: requires_caveat owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "8c0b26bbbeb3179c98bf60dc26c43ed23304f62b53c87ef037f08ea86c118f00" exact_text: false approved_language: null caveat: "This figure is drawn from an owner-confirmed reference finding with no explicit as-of date. It reflects a reported production level at an unspecified point in time. Do not present it as a current or live figure without owner confirmation of the date and continued accuracy. Quote as 'at one point scaling to' or supply a verified date before publishing." evidence: "Owner-confirmed statement from brand.md reference finding a4b82187-8d71-4cb8-b9ad-925f9207f94f. Nordhavn is cited as the production location; 7,000 bottles/month is the stated scale figure." - claim: "MURI's first release, Passing Clouds, was served as part of a non-alcoholic restaurant pairing and was found more interesting than the wine served with that course." tier: default proof_status: requires_caveat owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "7e7a7a5d3ae1ab87612fff4a75bc61ff359ff14038c61c42bb510bb77b8ac01a" exact_text: false approved_language: null caveat: "The comparative finding ('more interesting than the wine') is an anecdotal account, not a structured study. Use only in editorial or storytelling contexts, not as a proof claim in advertising or on product pages. Do not generalize to all MURI products or all pairing occasions. Attribution to a specific context is required if quoted." evidence: "Owner-confirmed statement from brand.md reference finding 5126663a-a905-45c8-b0a4-77ee6e214ab6. Describes the reception of Passing Clouds at a named non-alcoholic pairing; the 'more interesting than wine' judgment is anecdotal editorial, not a verified comparative test." ``` --- ## Forbidden ```yaml forbidden: - claim: "As of 2025-01-30, mURI is currently producing 7,000 bottles a month." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "The 7,000 bottles/month figure has no confirmed as-of date. Presenting it as a current or live production figure without owner-verified date and continued accuracy is a time-sensitive quantitative claim without adequate support." - claim: "MURI has been proven to be more interesting than wine." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "The Passing Clouds anecdote is a single, context-specific account. Generalizing it into a broad comparative superiority claim against wine as a category is unsupported and potentially misleading." - claim: "MURI is the best non-alcoholic drink." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "No evidence in the packet supports a superlative categorical claim. No owner-approved language, study, or ranking exists on file." - claim: "MURI is organic / certified / [any certification not on file]." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "No certification, accreditation, or regulatory approval is evidenced in the packet. Do not imply any formal certification unless owner-confirmed with supporting documentation." ``` --- ## Agent guidance Agents generating copy for MURI must observe the following: 1. Draw only from the claims listed above. Do not introduce claims absent from this file. 2. The 7,000 bottles/month figure requires a caveat and must not appear without an owner-confirmed date. Prefer the editorial framing "at one point scaling to" until a date is confirmed. 3. The Passing Clouds pairing anecdote is suitable for storytelling and editorial contexts only. It is not a proof claim. 4. No superlative, categorical, or certification-based claims are approved. 5. Culinary-technique framing (flavor-first, balance, fermentation, foraged ingredients) is approved at tier core and may be used across surfaces. 6. Restaurant-placement and dual-use (pairing + cocktail base) positioning is approved at tier default.