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.