We tried NONHQ, the world’s first alcohol-free cellar door

Jo StewartBy Jo Stewart
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A tour of the world’s first non-alcoholic cellar door reveals complex flavours hidden behind a nondescript building in suburban Melbourne, as Jo Stewart discovers.

April 6, 2019 is a date that is very close to the heart of Aaron Trotman. As founder of non-alcoholic wine alternative NON, it was the day his vision finally hit pay dirt with his very first sale to Beaconsfield fine dining restaurant O.MY. Since then, the NON juggernaut has rolled on, with the zero-alcohol tipple now stocked in restaurants and bars across Australia, Singapore, Japan, Malaysia, USA and beyond. There have also been other highlights, including hosting a fine dining experience at New York’s three Michelin-starred Eleven Madison Park and more recently, the opening of the NONHQ cellar door for tours and tastings.

a glass and bottle of NON, Melbourne's first alcohol-free cellar door
NON is a sophisticated wine alternative. (Image: Glen Wilkie)

The location

Located in suburban south-east Melbourne on a street mostly populated by industrial manufacturing businesses, the NONHQ cellar door is a surprise package. The ultra-modern, clean and sleek interiors signal to visitors that we’re in for an out-of-the-ordinary cellar door experience.

a look inside NON HQ tasting room
The tasting room has sleek interiors. (Image: Nic Stephens)

The tour tasting experience

Stepping into the state-of-the-art kitchen, I’m introduced to the methods, techniques and ingredients the team use to perfect the balance of tannin, salinity, acidity and fruit that end up in each bottle of NON.

a hand picking NON ingredients at Melbourne's first alcohol-free cellar door
The NON ingredients create a depth of flavour.

From hand-steeping Egyptian chamomile to roasting batches of fresh cherries in the oven, much time and care is dedicated to creating a depth of flavour that lingers on the palate.

pouring NON 3 drink into a glass at Melbourne's first alcohol-free cellar door
NON 3 Toasted Cinnamon & Yuzu is the perfect accompaniment to a summer picnic.

In the moody, intimate tasting room, I’m treated to a sensory journey as each glass is paired to cheese and charcuterie, with Aaron sharing tasting notes and some stories of what went on behind the scenes to create each variety.

a reserved table inside NONHQ, first alcohol-free cellar door in Melbourne
Treat yourself to a sensory journey at NONHQ. (Image: Nic Stephens)

The tart and slightly savoury NON3 Toasted Cinnamon & Yuzu screams summer picnic while a bottle of NON7 Stewed Cherry & Coffee would be a great addition to a cosy winter dinner by an open fireplace.

the process of making NON 3 Toasted Cinnamon
The team balances the tannin, salinity, and acidity of fruit in each bottle of NON. (Image: Annika Kafcaloudis)

Aaron explains that NON is “a solution to an empty wine glass" by giving both drinkers and non-drinkers a sophisticated wine alternative that pairs well with food. NON drinks are also vegan, gluten-free and halal-certified, meaning people from all walks of life have embraced the brand.

three bottles of NON beverages on display, first alcohol-free cellar door
NON beverages draw upon flavours like salted raspberry, toasted cinnamon and coffee. (Image: Nic Stephens)

Elevating the wine-tasting experience

The road to creating an innovative alt-wine product from scratch hasn’t been easy. Tenacity and grit were required to get the brand up and running, but with the cellar door tours experiencing strong bookings, Aaron feels he’s onto a winner, despite running mostly on blind faith.

“I literally jumped off a cliff and built a plane on the way down. And I still am," says Aaron.

a photo of NON founder Aaron Trotman
Meet NON founder Aaron Trotman. (Image: Glen Wilkie)

The NONHQ Tour details

The NONHQ Tour experience includes a meet the makers and experts behind NON, a flavour workshop in the NON kitchen, an intimate behind-the-scenes tour of the production process, a tasting experience of the range paired with cheese and charcuterie, and a complimentary bottle of NON to take home (RRP $30).

You can pre-book the NONHQ Tour for $50 on the website .

Jo Stewart
Jo Stewart is a freelance features writer who pens stories about nature, pop culture, music, art, design and more from her home in the Macedon Ranges of Victoria. When not writing, you can find her trawling through vinyl records and vintage fashion at op shops, antique stores and garage sales.
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This hidden region in Victoria is home to a peaceful lake trail

    Craig TansleyBy Craig Tansley
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    Video credit: Tourism Australia

    From pink salt landscapes to oases fringed by forests of red gums, the lakes of this rural region are astounding. 

    You’re going to find peace and quiet when you take a road trip through the lakes of the Wimmera Mallee region. Whether it’s mirror-like pink salt lakes that look like an inland sea, or lakes fringed by forests of red gums that showcase Victoria’s arid beauty, there’s a lake for you out here somewhere.  

    1. Lake Tyrrell  

    Lake Tyrrell
    The colours of Lake Tyrrell blend into the sky. (Image: Visit Victoria/Anne Morely)

    Located in the dead heart of the Mallee, Victoria’s largest salt lake, Lake Tyrrell , is a landscape photographer’s dream – especially at sunrise and sunset when the pink salt flats look like a gigantic mirror. It’s easy to camp or park a caravan nearby, too, though the tiny town of Sea Lake is just south (with accommodation). In winter, shallow water covers the salt, creating surreal reflections of the sky.  

    2. Nhill Lake  

    There’s a permanent water source here, so there’s always plenty of water for water skiing, swimming and fishing (the trout and redfin fishing here is legendary). Located beside the pretty heritage town of Nhill with its main street of historic buildings, there’s options for eating and drinking right next door. There’s also a barbecue area with plenty of shady picnic spots and a boardwalk for walking around the lake.  

    3. Lake Bringalbert  

    Lake Bringalert
    Lake Bringalert is a great spot for aquatic adventures.

    Located south-west of the pretty Mallee town of Kaniva, Lake Bringalbert epitomises the best of ‘outback’ Victoria. It’s ringed by red gums and red mallee and feels completely hidden from the world – you’ll barely ever see another person. There’s basic camping on its foreshore and Kaniva offers more accommodation options. It’s the perfect lake for swimming, kayaking and skiing, and the stars at night come without even a hint of city glow.  

    4. Lake Hindmarsh 

    If you’re a bird fan, you’ll love Lake Hindmarsh . Located north of Dimboola, Victoria’s largest natural freshwater lake is like an inland sea full of pelicans, swans and numerous species of ducks – but it also teems with everything from spoonbills to parrots. Sunsets here will blow your mind – the lake is a mirror for the pinks and golds you’ll see on the horizon. There’s free camping spots along the foreshore if you’d like to really contemplate the magic of the lake.  

    5. Pink Lake 

    pink lake
    The Pink Lake is most vivid after rain. (Image: Visit Victoria/Anne Morely)

    Also known as Loch Lel , the summer months offer up some seriously vivid pink water colour at this lake north of Dimboola. The pink varies throughout the year, but is best after rain (hence why summer is the time to visit).

    pink lake
    Pink Lake, also known as Loch Lel, is located near Dimboola in the Grampians. (Image: Tourism Australia)

    There’s plenty of birds, including wedge-tailed eagles, but you’re as likely to spot big lace monitors, kangaroos and echidnas. Nearby, check out the uber-cute heritage town of Dimboola and its eclectic shops, and Little Desert National Park, full of walking trails through mallee heathland. 

    6. Lake Lascelles 

    Lake Lascelles
    You can camp at Lake Lascelles.

    On a hot summer’s day, there’s nowhere better for a cooling dip, kayak or boat ride. You can camp by the lake , or at powered caravan sites – or the pretty town of Hopetoun offers numerous accommodation options a short walk away. At night you’ll see the lights of Hopetoun reflect off the lake. Fish for yellow belly, redfin or catfish, or try water-skiing. There’s also a great walking trail around the lake, where there’s more birds than you can count.