Our founder Murray’s journey began as an obsession with craft drinks. Starting in fine cider, geeking out over fermentation, trying to reverse-engineer flavors that felt like magic. Chasing that moment of “How the hell did they make that?”

He was hooked on the alchemy of food and drink. But working in the drinks world felt limiting — boxed in by categories, rules, and expectations. Something clicked when he moved to Copenhagen to join Empirical Spirits, the mecca of boundary-pushing liquid creativity. There was no category: just flavor.

But while the innovation was there, the ABV made the drinks inaccessible. He wanted to explore an idea: that drinks could be made with wild techniques, sensational flavors, yet still feel warm and inclusive. Something you could put on the dinner table and be proud to tell a story about. Non-alcoholic, but without compromise.

That’s how MURI was born.

We use authentic ingredients — wild botanicals, real fruits and vegetables, all carefully sourced. No concentrates, flavorings or preservatives.

We are culinary minds, chefs and makers who bring techniques from the kitchen to the bottle, creating drinks designed to pair with food and elevate the table.

We keep our process close. Every step, from fermentation to bottling, happens in-house at our urban blendery in Copenhagen. It’s how we honor the ingredient, the process, and the people we make it for.

We’re not here to imitate. We don't make kombucha. We layer multiple fermentations, unique yeast strains, sourdough starters, kefir cultures, and unusual ingredients to create nuance, structure, and depth.

We’re not wine either. We share its ritual and respect its place at the table, but we’re not a substitute. We are something different — drinks with their own identity, meticulously blended to be poured, shared, and enjoyed with fine food and fine company.

This is our way of making drinks: with imagination, curiosity, and always with flavor at the centre.

We draw inspiration from all disciplines. From our former careers as chefs, distillers, mixologists and cider makers, we apply skills and ideas honed in some of the world’s most forward-thinking kitchens and labs.

Flavor is everything. Every bottle is the result of meticulous experimentation, guided by nature and driven by curiosity. We work closely with small-scale farmers, forage in nearby Danish forests, and blend everything at our urban blendery in Copenhagen.

Every ingredient has a purpose; every bottle tells a story. We're building layered, complex blends to spark senses and conversations.