MURI and Music
Hey, this is Murray—founder of MURI,
Music has always been a massive part of my life, and it remains a constant source of inspiration and reference at MURI. Growing up in the heyday of UK rave culture shaped a lot of how I see the world—the sense of adventure, the community, the energy of something truly new. Those are things we want to keep alive in everything we do.
From the beginning, we knew we didn’t want to play it safe. The world of non-alcoholic drinks can sometimes feel a little straight-laced, a little too polite. But for us, drinks are emotional. They’re layered. They hold memory and meaning, just like music does.
That’s why music is woven into MURI's identity. We see every blend as a track, every bottle as a story you can feel as much as you can taste. The world of non-alcoholic drinks can sometimes feel a bit conservative, so we wanted to bring in references that excite us—things with deeper cultural connections, stories, and memories. Many of our cuvées take their names from songs, clubs, or artists that shaped our journey. Take Koji Rice Series 1—a nod to the iconic rapper KRS-One, or Passing Clouds, tribute to the iconic Dalston club, and Fade to Black is nod to the deep, rolling jungle tune.
If MURI was an album, it would be something eclectic, skilful, and full of ideas pulled from everywhere—kind of like Journeys by DJ by Coldcut. That spirit of experimentation and reinvention is what drives us.
We want to be creative. We want to try new things. And above all, we want to have a good time.
That mindset is also what’s led us to our next big collaboration: VINYL STORYTELLING at Experimental Cocktail Club NYC. It’s a night that brings together three things we love deeply—music, storytelling, and drinks.
Because we’re not just crafting non-alcoholic alternatives. We’re building a whole new category—one that belongs on the table, in the club, and on the playlist. Drinks that elevate nightlife and dining, offering a non-alc experience that’s just as complex, thoughtful, and exciting as any other pairing.
We’d love for you to join us. Reservations are open via @resy, and we’re saving some space for walk-ins too. However you show up, we’re here to pour you something unexpected.
More on this soon. But for now, what do you think? What’s the soundtrack to your favourite MURI?
