NONHQ – The World’s First Cellar Door For Non-Alcoholic Beverages


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Leading non-alcoholic wine alternative brand NON, unveils NONHQ – the world’s first non-alcoholic cellar door – in Melbourne.

Founder of NON, Aaron Trotman, was among the first commercial producers to adopt a culinary approach to the non-alcoholic category; merging techniques and ingredients found within fine-dining kitchens.

“We always knew that someday we would establish a non-alcoholic cellar door, and after a challenging and demanding 2-year design and construction journey, we are thrilled to see this vision come to life. We are excited to add another element to the NON narrative by providing a sensory experience to all our visitors, who can submerge themselves in our world, right in our very own home” Aaron said.

“Our goal is to provide complete transparency on how NON is made and to offer a unique and innovative non-alcoholic beverage experience that fosters appreciation and inclusivity. As we continue to experiment with new flavours and ingredients, we are committed to growing our brand and community by providing high-quality products and experiences that align with the future of the beverage industry.” he continued.

Intimate 10-person tours at NONHQ, will operate on the first Friday of every month and immerse guests in a story of how NON’s liquids are crafted by a team of expert chefs, food scientists, bartenders, and winemakers. The tour offers participants an opportunity to explore each of NON’s seven distinct flavours, each possessing its own distinct profile.

“At NONHQ, guests will not only have the unique opportunity to witness the inner workings of the brand and experience the art of non-alcoholic beverage making first-hand, but they will also see how we prioritise sustainability in everything we do. From composting and reusing our cleaning products, to carbon-neutral shipping – it’s all part of our commitment to creating a better future for the planet and our community.” Nick Cozens, Kitchen Lead of NON.

More information about NON is available on their website.