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 ===🌱 Reset the way alcohol shows up in your life with the 4 Week Midlife Mindful Drinking Resethttps://www.lownodrinker.com/4weekreset===🧐 Take the quiz and find out what's REALLY driving your midlife drinking habitshttps://www.lownodrinker.com/===💰 Get 10% off drinks at Wise Bartender with code LOWNODRINKERMAGAZINE https://wisebartender.co.uk/lownodrinkermagazine * ===*Some links are affiliate links. If you make a purchase, Low No Drinker may earn a commission. Thank you.

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