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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The iconic Victorian beach where true Aussie surf culture was born

    Craig TansleyBy Craig Tansley
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    Torquay’s Bells Beach is considered one of the best surf beaches in the world.

    It’d be easy to think Australian surf culture was born around the right-hand point breaks of the Gold Coast and Byron Bay. These regions seem the epitome of how the world views Aussie surfers – bronzed (or burnt), languishing in warm water and sunshine. The reality is a lot different.

    The rise of surf culture along Victoria’s coastline

    surfers at Bells Beach in Australia
    Surfers stand on the shore at Bells Beach, where the country’s biggest surfing competition is held each year. (Image: Getty/Filed Image)

    True Aussie surf culture was born on the chilly waves of Victoria’s winters, when huge swells from the Great Southern Ocean hit cliff-lined beaches along the Great Ocean Road . These beaches were the ultimate proving ground – surfers from all over Australia arrived in panel vans and VWs to do battle with the biggest waves they could find.

    huge swells from the Great Southern Ocean at Bells Beach
    Surfers take advantage of the huge swells from the Great Southern Ocean at Bells Beach. (Image: Tourism Australia/Cameron Murray)

    There are surf breaks all along this very picturesque coast – but those around Torquay were most revered. The ultimate test of a surfer’s ability – and durability – however, was Bells Beach: Australia’s answer to Hawai‘i’s Pipeline. Just beyond, the breaks at Jan Juc and Winkipop beckoned.

    an aerial view of surfers at Bells Beach
    Hit the waves along the picturesque coast. (Image: Tourism Australia)

    Torquay became surfing’s Silicon Valley: HQ for the entire Australian surf culture revolution. Four young locals worked out of their backyards in Torquay to create two of the world’s biggest surf labels – Rip Curl and Quiksilver , which soon became the region’s biggest employers.

    surfers out at Bells Beach
    Surfers out at Bells Beach, Victoria’s most famous beach. (Image: Tourism Australia/Cameron Murray)

    Rip Curl started sponsoring the Bells Beach Pro in 1973 – and have done ever since. It’s been going since 1962 – making it the world’s longest continually run surfing contest. Held every Easter, it’s part of the world surfing tour. Spectators line its 30-metre-high cliffs to watch the world’s best take on enormous waves – it’s the ultimate coliseum for the sport and has inspired generations of Aussie surfers to join the list of heroes whose names are on its iconic bell.

    Follow the waves through Victoria’s surfing heartland

    Australian National Surfing Museum, Torquay
    The Australian National Surfing Museum in Torquay. (Image: Tourism Australia)

    Just behind Torquay’s main drag, you can see all that history on display at the world’s best surf museum – the Australian National Surfing Museum . Here you can take your time absorbing the 100-year-or-so history of Australian surfing and check out the 150-strong surfboard collection.

    surfboards on display at Australian National Surfing Museum
    The museum holds surfing memorabilia, including a room dedicated to the history of boards. (Image: Tourism Australia)

    But classic Aussie surf culture can be observed in everyday life all over the Great Ocean Road and Torquay. Surfing dictates life here; no work is done until the big swells have come and gone. Just being here provides a window into 60-odd years of rebellion against convention; for no-one likes nine-to-five living on the Great Ocean Road.

    surfing memorabilia at Australian National Surfing Museum
    The varied displays celebrate the Bells Beach competition, surfing legends and Aussie surf culture. (Image: Tourism Australia)

    There’s less panel vans and VW Beetles these days, but surf culture still rules life. Surfers run this coast; you’re better off keeping out of their way when they’re running down past you to face the biggest swells – then hear them swap stories at cafes, restaurants and bars all around you.

    surfing at Bells Beach
    The beach near Torquay is Australia’s answer to Hawai‘i’s Pipeline. (Image: Visit Victoria/William Watt)