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      "content": "---\nbcp_version: \"0.4\"\nfile_type: claims\nparent: /.well-known/brand.md\nlast_updated: 2025-07-08\n---\n\n# Claims\n\nAll marketing claims MURI is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file.\n\n## Approved at launch\n\n```yaml\napproved_at_launch:\n  - claim: \"No concentrates, flavorings or preservatives.\"\n    tier: core\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    evidence: \"MURI manifesto and brand guide, 2025.07.08.\"\n\n  - claim: \"Every step, from fermentation to bottling, happens in-house at the Copenhagen urban blendery.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    evidence: \"MURI manifesto and brand guide, 2025.07.08.\"\n\n  - claim: \"Poured in some of the world's best restaurants.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    evidence: \"Named accounts: The Orient Express, Eleven Madison Park, Alinea, Gordon Ramsay, The Dorchester, Jordnaer.\"\n\n  - claim: \"Made with culinary techniques. Liquid gastronomy from Copenhagen.\"\n    tier: core\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: true\n    approved_language: \"Liquid Gastronomy from Copenhagen.\"\n    evidence: \"Brand promise and tagline, brand guide 2025.07.08.\"\n```\n\n## Requires caveat\n\n```yaml\nrequires_caveat:\n  - claim: \"Our ambition is to make the best non-alcoholic drinks in the world.\"\n    tier: default\n    proof_status: requires_caveat\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    caveat: \"Frame as ambition, not as a verified fact. The brand guide states this as ambition.\"\n    evidence: \"Social sample copy, brand guide 2025.07.08.\"\n```\n\n## Forbidden\n\n```yaml\nforbidden:\n  - claim: \"A de-alcoholised alternative to wine.\"\n    tier: core\n    proof_status: forbidden\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-07-08\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    reason: \"MURI is not a de-alcoholised version of an existing drink and not a substitute.\"\n```\n",
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