#75. Beyond Wine: Creating Category-Less Drinks with Muri

Send me a message 🤗This week I'm joined by Murray Patterson, founder of Muri - a unique range of fermented non-alcoholic drinks designed for wine occasions. Murray shares his fascinating journey from a soul-crushing corporate job at JP Morgan to discovering his passion for fermentation in the cider industry before relocating to Copenhagen - a global hub for fermentation expertise.At Muri, they're breaking free from simply mirroring alcoholic drinks, instead using chef-led techniques and complex fermentation processes to create genuinely original flavour profiles. Murray explains their painstaking methods, from carbonically macerating strawberries to lacto-fermenting beetroot and creating tomato wine. We discuss the challenges of naming this new category, the thriving low-no scene in Copenhagen, and Murray's mission to bring craft and premiumisation to non-alcoholic drinks. WE CHAT ABOUT0:00 Doing things differently at Muri2:35 Murray's story6:24 Breaking away from banking8:07 The low/no inspiration behind Muri10:22 Who is Muri for?13:52 Not a wine alternative15:41 Naming a category18:38 12 Michelin stars20:40 How it's made24:01 Blending funky flavours27:46 Fermentation & other techniques29:53 Muri & food32:25 The low/no scene in Copenhagen35:51 Challenges of London/international distribution37:25 Was premiumisation the goal?41:25 Finding Muri42:51 The BBQ-QWE ALSO TALK ABOUT:To ÖlBotivo*Rapscallion SodaIsh*Copenhagen Sparkling Tea*SylvaAma BreweryMURI-DRINKS.COM  //  @MURIDRINKSBEST EPISODE TO CHECK OUT NEXT#14 Unfiltered Journeys in Fermentation with Ama Brewery ===🌱 Ready for real change in the way you drink? - https://www.lownodrinker.com/4weekreset===🗝️ Become a Vault member to get access to the moderation tools that actually help - https://mindfuldrinking.substack.com/s/the-vault===✏️ Come hang out with me on Substack - https://mindfuldrinking.substack.com/===❓ Take the Midlife Drinking Triggers Quiz - https://quiz.tryinteract.com/#/68dd33385bb4a20015996a13===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.