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“NON is a non-alcoholic wine alternative built from real ingredients and crafted with a chef’s precision at NONHQ in Melbourne. Balanced with fruit, tannin, salinity and acidity, NON is served simply — chilled, in a wine glass — to extend the dining experience from the plate to the glass. NON celebrates the ritual and connection of the wine occasion, inviting drinkers to Taste Everything.”
Aaron Trotman, Founder
A wine alternative is not a “mock, mimic or fake” wine. It is something which is balanced in place of alcoholic wine, where alcoholic wine would otherwise be consumed.
Never sell NON as “de-alcoholised wine.” It was never wine.
When benchmarked against soft drinks, NON wins on ritual and flavour complexity. The comparison that matters is the one on the wine list.
Fruit. Tannin. Salinity. Acidity. The same four levers as wine.
NON offers a depth and sophistication unseen in the world of non-alcoholic drinks that truly pairs with food — which is why it belongs beside the plate, not in the fridge behind the bar.
Every SKU carries a food pairing. Lead with it.
“We’ve created something really important in Australia for people that want a full bodied, flavourful drink, and we want to help people all over the world who want to be treated like an adult and offered a grown up drink without the compromise.
It takes 4 days and 4 chefs to cook and handcraft each flavour using real food in NON’s purpose-built facility in Melbourne.
From its humble beginnings in Melbourne, we continue to be the leader in the non-alcoholic category and NON is now distributed in the USA, Singapore, Malaysia and Japan.”
Five steps, all in-house. This is the credibility story — know it well enough to tell it in thirty seconds.
NON works with both local and international farmers and suppliers.
Roasting, stewing, steeping and curing. All done in-house.
Verjus is the unfermented juice of young, unripened grapes.
NON uses a dual-stage filtration technique to remove any remaining food matter and impurities.
The final product is an intricate balancing act of flavour.
Learn them by number. Guests order “a NON 7,” not “the cherry one.”
Blush. Sparkling.
Balanced sweet & salty. Chamomile provides lingering tannins for a floral finish.
Fruity. Sparkling.
Bold & buttery texture, minerality from kombu & clean spice.
Light. Still.
Bright, tart & balanced with savoury undertone.
Bright. Sparkling.
Tart native citrus, floral body, menthol aroma & finish.
Dark. Sparkling.
Rich dark fruits, spiced nose & undertones of coffee.
Savoury. Still.
Dark berries with forest floor earthiness, firm tannins and smoked spiced finish.
No SKUs match that filter.
Serve it exactly like wine. The ritual is half the product.
Six you will hear this week. Answers are short on purpose.
It isn’t a soft drink, and it isn’t priced against one. Four days and four chefs go into every batch, using real produce cooked in-house. Price it against the by-the-glass wine it replaces — that’s the occasion it’s taking.
Water ends the ritual. NON extends it — same glass, same pour, same pace as the table. The guest who isn’t drinking stays part of the meal instead of waiting it out.
It isn’t trying to. NON is a wine alternative, not a mimic — balanced in place of wine, where wine would otherwise be poured. It shares wine’s architecture: fruit, tannin, salinity, acidity.
Anyone off the booze that night — designated drivers, pregnant guests, the sober-curious, anyone with an early start. They still want to be treated like an adult and offered a grown up drink without the compromise.
It doesn’t move when it’s hidden. On the wine list, offered by name, with a pairing attached, it behaves like a wine listing. It’s poured at The French Laundry, SingleThread, The Ledbury, Alinea, The Fat Duck, Quay and Vue de Monde.
Eighteen months unopened. Start with two SKUs — one lighter, one darker, say NON1 and NON7 — and build from there once the floor is confident.
No sign-in, nothing recorded. Do it before your next shift.