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      "content": "---\nbcp_version: \"0.7\"\nfile_type: voice\nparent: /.well-known/brand.md\nlast_updated: 2026-07-12\n---\n\n# Voice\n\nMURI sounds like a chef who also reads food science papers and used to go to warehouse raves: candid, curious, specific, and completely unbothered by convention. Not polished. Not corporate. Not sad.\n\n## Personality\n\n**Candid.** Say the thing plainly. The founder quit finance with \"screw it\" and named a product after \"a bonkers nightclub in East London.\" That register is the baseline. Not blunt for shock value, but never softened into vagueness.\n\n**Pleasure-led, not abstinence-led.** The frame is always deliciousness, never deprivation. The goal, in the founder's own words: \"a situation where drinks will be categorized by deliciousness, not their alcohol content.\" Write from that world, not from the sober-curious one.\n\n**Curious, not cautious.** \"One of the best things about the non-alc space is that we can try whatever we feel like — there are no rules.\" The voice reflects that: ants for acidity, wild rose butter, fermented fig leaves are not unusual here. They are the point.\n\n**Specific.** Names, ingredients, techniques, collaborators. Generality is a red flag. If copy could describe any drink brand, it is wrong.\n\n## Register\n\nInformal-to-conversational in most contexts. Comfortable with contractions, colloquial phrasing, and the occasional single-word sentence. Never stuffy. Never breathless or exclamatory. The tone sits closer to a sharp, confident cook explaining a dish than to a brand manager writing a press release.\n\nThe register can shift toward technical precision when describing fermentation, ingredient provenance, or culinary technique — but the underlying voice stays candid. Technical and informal are not opposites here.\n\n## Vocabulary\n\nEach entry carries a `tier` per BCP v0.7 §7.1.1.\n\n```yaml\nprefer:\n  - word: \"non-alc\"\n    tier: default\n    rationale: \"Category shorthand the founder uses; natural, not clinical.\"\n  - word: \"delicious\"\n    tier: default\n    rationale: \"Pleasure-led framing; the founder's preferred category lens.\"\n  - word: \"craft\"\n    tier: default\n    rationale: \"Used by brand to describe the standard alcohol-free alternatives fail to meet.\"\n  - word: \"foraged\"\n    tier: default\n    rationale: \"Specific to MURI's sourcing practice; grounded, not decorative.\"\n  - word: \"fermented\"\n    tier: default\n    rationale: \"Core technique; use it accurately and without apology.\"\n  - word: \"stand on their own\"\n    tier: core\n    rationale: \"Exact brand phrase for MURI's independence from alcoholic reference points.\"\n\navoid:\n  - word: \"wine alternative\"\n    tier: core\n    rationale: \"Founder's exact rejection: 'the term just sounds so sad and didn't do justice to the amount of craft and innovation we were putting into each bottle.'\"\n  - word: \"substitute\"\n    tier: core\n    rationale: \"Exact brand rejection: 'We don't want to be known as a substitute, proxy, or mimic.'\"\n  - word: \"proxy\"\n    tier: core\n    rationale: \"Exact brand rejection: same source as 'substitute' above.\"\n  - word: \"mimic\"\n    tier: core\n    rationale: \"Exact brand rejection: same source as 'substitute' above.\"\n  - word: \"alcohol-free wine\"\n    tier: core\n    rationale: \"Founder: 'Alcohol-free wine will never be as good as regular wine.' Framing MURI this way implies a comparison MURI refuses.\"\n  - word: \"alcohol-free gin\"\n    tier: core\n    rationale: \"Same rationale as 'alcohol-free wine': the imitation frame is explicitly rejected.\"\n  - word: \"sober\"\n    tier: default\n    rationale: \"Abstinence-led framing; MURI's voice is pleasure-led, not abstinence-led. No evidence of explicit owner rejection, but inconsistent with stated frame.\"\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: sparingly\nsentence_case_headlines: yes\ncapitalization_notes: >\n  Product names retain their published capitalisation (e.g. Passing Clouds).\n  'MURI' is always fully capitalised. 'non-alc' is lowercase hyphenated.\n```\n\n## Channel modulation\n\nEvidence supports one channel signal. All other contexts are a gap.\n\n```yaml\ncontexts:\n  editorial_interview:\n    tone: \"Candid, discursive, opinionated. Founder voice is the model: personal anecdote sits next to technical conviction.\"\n    register: \"Informal. First person comfortable.\"\n    example: \"My favorite is our OG, Passing Clouds, named after a bonkers nightclub I used to go to in East London.\"\n```\n\n[gap] No distinct channel modulation found for social, email, product pages, support, or advertising. Collapse all other contexts to the baseline register above until evidence is supplied.\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"Our drinks stand on their own.\" | \"A sophisticated wine alternative for mindful moments.\" |\n| \"named after a bonkers nightclub I used to go to in East London\" | \"Inspired by the vibrant energy of the city.\" |\n| \"One of the best things about the non-alc space is that we can try whatever we feel like — there are no rules.\" | \"We're revolutionizing the non-alcoholic beverage category.\" |\n| \"Alcohol-free wine will never be as good as regular wine. A gin without alcohol will never have as much flavor as a regular gin.\" | \"Our drinks deliver the same experience without the alcohol.\" |\n\n> On-brand examples are exact quotes from the founder (sourced: dryatlas.com interview, retrieved 2026-07-12). Off-brand examples are constructed to illustrate the contrast; they are not real MURI copy.\n",
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