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.
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.
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.
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.
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.
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 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.
NON beverages draw upon flavours like salted raspberry, toasted cinnamon and coffee. (Image: Nic Stephens)
Need tips, more detail or itinerary ideas tailored to you? Ask AT.
AI Prompt
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.
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).
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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.
Get out of the city and close to nature in Victoria’s Heartland, one of Australia’s finest food-producing regions.
This fertile area is abundant in natural beauty, rich volcanic soils, mineral-rich waters, artisan producers and farm fresh produce. In towns spanning the Central Goldfields, Macedon Ranges and surrounds, just a short drive or easy train ride from Melbourne, you can taste a plethora of incredible food and world-class wine in these best of Victoria’s Heartland food regions.
1. Daylesford
Dine on the multi-course fare served at the elegant and light-filled Lake House Restaurant. (Credit: Visit Victoria)
Warm and inviting, fans of Japanese cuisine should make a beeline for Kadota. Settle in for Japanese flavours, in cocktail glasses and on the plate, that have been carefully produced using seasonal local ingredients.
For those who love a farm-to-table moment, Sault is the place to be. Fresh ingredients – directly from the restaurant’s kitchen gardens, or from regional organic farms and producers – are crafted into a delicious seasonal menu by Chef Hat-awarded Head Chef Jack Powlay.
Boasting gorgeous water views from its location on the banks of Lake Daylesford, Boathouse Restaurant is perfect for an elevated dining experience.
For a special treat, a visit to the two-chef-hatted restaurant at the Lake House is a must. Savour beautiful views and a seasonal menu championing small-scale local suppliers and their own farm just 10 minutes away.
2. Hepburn Springs
Tuck into hearty, farm-fresh flavours. (Image: Visit Victoria)
Taking cues from its Swiss-Italian roots and the area’s produce, the picturesque Lavandula Farm houses a seasonal trattoria, rustic wine bar, and a new deli and larder inside the original Shepherd’s Flat Post Office.
For another dining destination immersed in the area’s history, visit The Hepburn Pavilion café at Hepburn Bathhouse. Brunch, lunch, scones and house-made cakes are served under the vaulted ceiling of this Edwardian heritage-listed building.
And while The Surly Goat may have a farm-like ring to it, it’s in fact a homely restaurant that takes seasonality seriously. Chef David Willcocks heads up an ever-changing set menu celebrating local and small-scale regenerative producers.
3. Trentham
Satisfy your sweet cravings with handcrafted treats. (Image: Sisko Chocolate)
No trip to an Aussie regional town is complete without a stop at the pub. Pig & Whistle Hotel sits surrounded by farmland. Soak it in from the locally beloved beer garden. Here, pub classics include a parmigiana with an Irish twist.
For a more refined experienced, dine at du Fermier, where chef and owner Annie Smithers crafts a weekly menu of French farmhouse-style dishes, often sourcing ingredients from her nearby farm in Lyonville.
And if you have a sweet tooth, don’t leave town without a cheeky stop at Sisko Chocolate Studio, where owner Christina Tantsis has built a chocolate-lovers wonderland inside a stunning architectural space. Her handcrafted creations use couverture from Valrhona, a certified B Corporation, and the hot chocolates are positively sinful.
4. Woodend
Taste incredible Japanese cuisine at Kuzu Izakaya.
Taste local drops in town at the family-owned Woodend Cellar and Bar – complemented by tapas and artisan platters featuring sourdough from the local bakery – or at 600 Above, a wine bar with a sunny courtyard and cosy fireplace serving small and large plates.
Nearby, Kuzu Izakaya is the go-to place for Japanese dining. Chef Eriko Pannam has crafted a moreish menu of creative and traditional dishes; think miso cream scallops and everyone’s favourite, Japanese fried chicken.
Mount Macedon Winery is another must-visit for wine connoisseurs. Enjoy a glass and wood-fired pizza on the deck, or opt for fine dining at their Cellar Door Restaurant.
5. Kyneton
Piper Street in Kyneton is overflowing with top-notch eateries. Take Prato, specialising in traditional Greek dishes and pinsa (a lighter, crispier version of traditional pizza); or the upscale Midnight Starling, where chef Steve Rogers serves French classics inside a historic building with bluestone cellar.
A little further down, The Piper Street Wine Company is a European restaurant and wine bar inside a gorgeous heritage building. Their evolving menu highlights one European country or region at a time, so there’s always something new to discover. Further along, Fook Shing delivers a flavour-packed Southeast Asian menu using local and regional Victorian produce.
6. Castlemaine
Discover rich, creamy cheeses crafted by a certified cow’s milk artisan cheesemaker. (Image: Long Paddock Cheese)
Cafes, bars and restaurants have taken up residence inside this former Gold Rush town’s historic buildings. At The Mill Castlemaine – an 1870s woollen mill turned creative hub – you’ll find Long Paddock Cheese, a small-scale artisan cheesemaker that uses certified-organic cow’s milk from a nearby family-owned farm; and Das Kaffeehaus, a Viennese cafe serving traditional Austrian food with coffee from their small batch roastery.
Meanwhile, inside the Midland Hotel you’ll find the chef-hatted Bar Midland, founded by locals Loudon Cooper and Alexander Marano. Their monthly set menu celebrates Victorian producers who focus on sustainable land management, and often utilises indigenous food, introduced wild animals and weeds.
7. Lancefield & Romsey
Savour beautifully plated dishes in a relaxed setting. (Image: Visit Victoria)
Art meets food and wine at Mount Monument, located just outside of Romsey. The beautiful vineyard is home to a sculpture park, cellar door and restaurant with a menu shaped by the Macedon Ranges’ rich seasonal produce.
In town, The 1860 Romsey has reimagined a 160-year-old hotel. Here, country pub charm meets modern bistro, with a menu that supports local at every opportunity (their Central Victorian Oakdale Black Angus steak is a winner).
A few minutes’ drive north, the Lost Watering Hole in Lancefield is a family-friendly brewery and restaurant crafting 100% naturally brewed beers. Their unusual names – No Dodo, Flightless, Big Roo – make sense once you learn Lancefield is the location of one of the richest deposits of megafauna fossils in Australia.
8. Harcourt
Treat yourself to buttery, house-made Danish pastries. (Image: Visit Victoria)
Harcourt is famous for its apple orchards and cider production, and there’s no better place to visit than The Little Red Apple. At this roadside store, you can stock up on fresh crisp apples, ciders, vinegars, juices, and other gourmet products.
To taste more local delights, pop into the Harcourt Produce & General Store, renowned for their house-made danishes, or stop at Sutton Grange Winery where winemaker Chris Smales crafts wines using their organically grown estate fruit. Open on Sundays, it’s an idyllic spot to slow down over wine, pizzas and share plates.
