No Proof Needed

Zebra striping, the trend of alternating alcoholic and non-alcoholic drinks, is redefining Canada’s social scene. Learn why mindful drinking is booming in 2025 and how Dry Humour Drinks helps you sip smarter with premium brands like Zeno, Muri, and Prima Pavé.  

Discover how Hand on Heart transforms premium California grapes into award-winning non-alcoholic wines. Using traditional winemaking and gentle dealcoholization, they deliver bold, complex flavors without the alcohol.

Spring 2025 brings something exceptional to our shelves — Muri Yamilé, the latest release from Copenhagen’s trailblazing non-alcoholic producer, Muri. Known for their artful fermentation and natural ingredients, Muri’s creations have long captivated the European scene — and now, thanks to Dry Humour Drinks, Canadians can finally experience Yamilé firsthand. Meet Muri Yamilé: Bold, Botanical, and Complex Yamilé is a non-alcoholic sparkling aperitif crafted with smoked rhubarb, pine tips, quince, jasmine tea, and blackcurrant wood. It’s bright, herbal, and just the right amount of funky — a drink that doesn’t mimic wine, but confidently stands on its own. Tasting notes: Nose: Pine, candied citrus, and soft florals Palate: Tart rhubarb, zesty herbs, green tannins Finish: Dry, aromatic, with a lingering forested edge The Guardian calls it “unexpected and electric… the kind of drink that earns a spot on a sommelier’s menu” — and we couldn’t agree more. Canada, You’re Getting It Soon As the exclusive provider of Muri in Canada, Dry Humour Drinks is proud to lead the charge in offering world-class, fermentation-forward alternatives to traditional alcohol. Whether you're a wine lover looking to explore or a cocktail aficionado going alcohol-free, Muri Yamilé is a game changer. Stay tuned — pre-orders open soon, and quantities are limited. Sign up for our newsletter to be the first to sip what’s next in non-alcoholic sophistication.

In the world of non-alcoholic beverages, few brands are shaking things up quite like Muri Drinks. Born in Copenhagen, inspired by traditional winemaking and fermentation techniques, and elevated by a distinct Nordic flair, Muri is making waves—without the alcohol. This isn’t just a brand making fancy juice. Muri is leading a new category entirely: complex, fermented, gastronomic non-alcoholic drinks that pair beautifully with food, celebrate craftsmanship, and invite grown-ups to skip the booze without skipping the experience. From Noma to No Proof: The Muri Origin Story Founded by Josephine Stenudd and Josh Munk, Muri sprang from the bubbling creativity of Copenhagen’s world-renowned culinary scene. Josh, who cut his teeth at Empirical Spirits (founded by Noma alumni), brought a deep understanding of fermentation and flavor development to the table. "I wanted to take everything I learned in spirits and apply it to something new—something for people who weren’t drinking alcohol but still wanted something expressive and elevated,” Josh told The Guardian in 2023. Inspired by ancient preservation techniques and natural fermentation, the Muri team began experimenting with foraged botanicals, teas, kombucha, and wine musts—blending them to achieve the structure, acidity, and length you’d find in a glass of fine wine. The Drinks That Defy Categorization Muri’s line-up isn’t trying to mimic wine or copy cocktails—it’s creating something new entirely. Their drinks are layered, nuanced, and intentionally crafted to evolve on your palate. Here’s a taste of what they offer: 1. Nuala A bright, floral expression made with gooseberry verjus, geranium, jasmine, and oolong kombucha. Slightly sparkling with a dry finish—think spring in a glass. Best paired with: Light seafood, creamy cheeses, or as a celebratory aperitif. 2. Passing Clouds Fruity, floral, and acidic, this one blends blackcurrant, raspberry vinegar, green tea, and kvass for a rosé-esque experience that doesn’t play it safe. Best paired with: Grilled vegetables, charcuterie boards, and that golden-hour dinner party. 3. Yamilé A deeper, funkier blend using fermented blackcurrant skins, pu-erh tea, rose, and fig leaf. Smoky, savory, and a bit wild—like a natural red wine gone rogue. Best paired with: Roast duck, mushroom dishes, or solo contemplation on a foggy day. Awards + Recognition Muri isn’t just a cult favorite among sober-curious sommeliers—it’s also racked up serious accolades. In 2023, Muri’s Passing Clouds was awarded Best No/Low Wine Alternative at the World Alcohol-Free Awards, with judges praising its “extraordinary texture, surprising acidity, and clean, wine-like length.” They’ve been featured in Forbes, Bon Appétit, The New York Times, and The Guardian, and have made their way onto wine lists at Michelin-starred restaurants like Alchemist, Noma, and The Clove Club. As Bon Appétit put it: “Muri is what you pour when you want something with the elegance of a wine and the intrigue of a cocktail—without the booze.” The Muri Philosophy: Flavor First, Alcohol Never Muri believes non-alcoholic doesn’t mean non-indulgent. In fact, they argue that removing alcohol gives you more room to explore flavor. Their approach? A blend of fermentation science, culinary artistry, and a refusal to compromise. Everything is made in small batches at their Copenhagen facility using local and foraged ingredients whenever possible. Sustainability isn’t just a bonus—it’s baked in. Josh Munk explains: “Fermentation is ancient, sustainable, and alive. We don’t want to imitate alcohol—we want to make something equally exciting, with its own soul.” Their drinks often take weeks (sometimes months) to develop, and each batch might include up to 10+ fermented components to create that signature Muri complexity. Why Muri Matters (Especially at the Table) Muri isn’t for everyone—and that’s the point. These drinks are designed for people who appreciate craftsmanship, care about what they consume, and don’t want to feel like they’re settling just because they’re skipping the alcohol. In restaurants, Muri provides a genuine pairing experience for non-drinkers—something that used to be reserved for wine lovers only. As one Danish sommelier put it: “Finally, we can offer something with layers, depth, and presence—without defaulting to sparkling water or grape juice.” That respect for the non-drinker is key. Muri isn’t just a beverage; it’s a recognition that flavor, ritual, and celebration should be accessible to everyone. Muri in the Bigger Picture The non-alcoholic category is booming—and not just among 20-somethings on wellness kicks. A 2023 NielsenIQ report showed a 32% increase in non-alcoholic beverage sales globally, with premium offerings driving much of the growth. And as more people rethink their relationship with alcohol—whether for health, clarity, or curiosity—brands like Muri are filling a vital space: sophisticated, zero-compromise alternatives that don’t infantilize the sober experience. In many ways, Muri represents the future of drinking: intentional, inventive, and inclusive. Final Pour: Why You Should Know Muri Whether you’re sober, sober-curious, or just not in the mood to drink tonight, Muri gives you an option that feels just as special as opening a good bottle of wine. Their drinks don’t scream “non-alcoholic”—they whisper, “refined, thoughtful, and worth your time.” So the next time you’re hosting a dinner, making a toast, or simply unwinding, skip the compromise and try something unexpected. You just might find your favorite new ritual.

For years, being the designated driver meant quietly nursing a club soda while your friends clinked glasses and got progressively louder. But today, the role of “DD” has been totally rebranded. More people are choosing to stay sober on a night out—not because they have to, but because they want to.

For years, the conversation around non-alcoholic drinks has been centered around younger generations—particularly Gen Z, who are statistically drinking less than any generation before them. But it’s time to dispel the myth that alcohol-free living is only for the 20-somethings.

Meet kava—the earthy, tongue-tingling drink that’s becoming a favorite for those looking to wind down without reaching for alcohol. Hailing from the South Pacific, kava is made from the root of the Piper methysticum plant and has been used for centuries in ceremonial and social settings for its calming, anxiety-reducing effects. But kava isn’t just for island rituals anymore. It's popping up on menus, in wellness circles, and even replacing cocktails at parties and gatherings. Why? Because it works. Kava promotes a mellow, relaxed state—think less "buzzed" and more "blissful." And the best part? You get all the chill without the hangover. One of the easiest ways to get started with kava is with Kava Haven, a ready-to-drink kava beverage designed for modern sipping. Kava Haven takes the traditional root and blends it into a smooth, lightly flavored drink that’s as convenient as it is calming. Whether you’re pouring it over ice after a long day or sipping it slowly during a dinner party, it’s a sophisticated alcohol alternative that doesn’t feel like a compromise. Unlike sugary mocktails or basic sparkling waters, Kava Haven offers a functional experience—something you feel. It’s becoming a go-to for the sober curious, wellness seekers, and anyone who just wants to relax without sacrificing clarity. In short: kava is no fad. It’s a plant-powered, peace-promoting, cocktail alternative—and Kava Haven is leading the charge.

With non-alcoholic spirits like The Pathfinder and quality mixers like Prima Pavé on the rise, sober-curious drinkers no longer have to compromise. The craft is here. The flavor is real. And the bar is officially open for everyone.

A growing number of people are putting down the booze without giving up the fun. According to a 2024 Gallup poll, 38% of U.S. adults now say they drink less or not at all. The trend is even more pronounced among Gen Z...

Move over espresso martinis—there’s a new bar trend galloping onto the scene: zebra striping. No, it’s not a new tattoo fad or animal-themed party. It’s the clever (and classy) practice of alternating between alcoholic and non-alcoholic drinks during a night out. The goal? Stay social without the slump.

The word "humor" comes from the Latin word humor, which means "moisture" or "fluid". In ancient medicine, it was believed...

Prima Pavé is Italy’s most awarded non-alcoholic wine—and it’s now pouring across Canada thanks to Dry Humour Drinks. Whether you’re sipping Rosé Brut on a sunny patio or pairing Blanc de Blancs with your Tuscan-inspired dinner, this is alcohol-free elegance at its finest.