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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How a $1 deal saved Bendigo’s historic tramways

    Megan ArkinstallBy Megan Arkinstall
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    The passionate community that saved Bendigo Tramways has kept the story of this city alive for generations.

    It was an absolute steal: a fleet of 23 trams for just $1. But such a fortunate purchase didn’t happen easily. It was 1972 when the Bendigo Trust handed over a single buck for the city’s historic collection of battery, steam and electric trams, which had transported locals since 1890.

    inside the historic Bendigo Tram
    Bendigo Tramways is a historic transport line turned tourist service. (Image: Bendigo Heritage)

    The city’s tram network had been declared defunct since 1970 due to post-war shortages in materials to upkeep the trams and declining passenger numbers as motor vehicles were increasing. However, determined locals would not hear of their beloved trams being sold off around the world.

    The Bendigo Trust was enlisted to preserve this heritage, by converting the trams into a tourist service. The Victorian government approved a trial, however news spread that the Australian Electric Tramways Museum in Adelaide had acquired one of the streetcars for its collection.

    a tram heading to Quarry Hill in 1957
    A tram on its way to Quarry Hill in 1957. (Image: Bendigo Heritage)

    An impassioned group rallied together to make this physically impossible. Breaking into the tram sheds, they welded iron pipes to the rails, removed carbon brushes from the motors, and formed a blockade at the depot. The community response was extraordinary, and a $1 deal was sealed.

    A new chapter for the city’s fleet

    the old Tramways Depot and Workshop
    The old Tramways Depot and Workshop is one of the stops on the hop-on, hop-off service. (Image: Tourism Australia)

    Today, Bendigo Tramways welcomes some 40,000 passengers annually, operating as a hop-on, hop-off touring service aboard the restored trams. Fifteen of the now 45-strong fleet are dubbed ‘Talking Trams’ because of the taped commentary that is played along the route. The trams loop between Central Deborah Gold Mine and the Bendigo Joss House Temple, which has been a place of Chinese worship since 1871, via other sites including the old Tramways Depot and Workshop.

    a Gold Mine Bendigo Tram
    The fleet comprises 45 trams that have been restored. (Image: Visit Victoria/Robert Blackburn)

    Keeping things interesting, throughout the year visitors can step aboard different themed trams. Tram No. 302 becomes the Yarn Bomb Tram, decorated both inside and out with colourful crochet by an anonymous group of locals.

    During the festive season, Tram No. 15 operates as a tinsel-festooned Santa Tram, and the big man himself hides out somewhere along the route for excited children to find. And on selected dates, the adults-only Groove Tram runs nighttime tours of the city, accompanied by local musicians playing live tunes and a pop-up bar.

    the historic post office turned visitor centre in Bendigo
    Visitors can hop on and off to see the city’s sites such as the historic post office turned visitor centre. (Image: Tourism Australia)

    As well as preserving the city’s history, however, the continuation of the tram service has kept the skills of tram building and craftsmanship alive in a practical sense. Bendigo’s Heritage Rail Workshop is world-renowned for restoring heritage trams and repurposing vehicles in creative ways.

    Locally, for example, Tram No. 918 was transformed into the Dja Dja Wurrung Tram with original Aboriginal artworks by emerging artist Natasha Carter, with special commentary and music that shares the stories and traditions of Bendigo’s first people. You can’t put a price on preserving history. Nonetheless, it was a dollar very well spent.