Leading non-alcoholic wine alternative brand NON has unveiled NONHQ; the world’s first inaugural non-alcoholic cellar door based in Melbourne.

Creating real drinks for real times, NON Founder Aaron Trotman, has meticulously designed a revolutionary new centre for creating exceptional non-alcoholic liquids; by deconstructing real produce using culinary techniques to create real drinks, with no booze.

The intimate tours – with a maximum of ten people – will operate on the first Friday of every month to immerse guests on the journey of how the brand’s first-class liquids are crafted by a team of expert chefs, food scientists, bartenders, and winemakers. Visitors will indulge in the world of NON and have the chance to meet the makers, before embarking on a flavour workshop to learn the reasoning behind the complex flavours.

Aaron 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,” says Aaron. 

NONHQ’s flavour workshop will transport guests on a sensory journey. The tour offers participants an opportunity to explore each of NON’s seven distinct flavours, each possessing its own distinct profile. The food pairing option elevates the experience to new heights, whereby attendees can truly experience the refined expressions that make these beverages stand out.

The brand is committed to the notion of, ‘leaving the place better than you found it’.  NON is shaping a future for the better. All products are made with 100% green energy before being shipped carbon-neutrally, and the makers use as much of the raw ingredients as possible during processing and for any leftover matter, NON take advantage of Melbourne City Council’s green waste program. The brand uses 75% less water wastage compared to traditional beverage manufacturing.

Mark your calendars and join the team on the first Friday of every month 9 am – 4 pm for a tasting tour and experience the unconventional world of NON. 

Bookings can be made here. RRP $50 (including food pairing)

  • Tours will run for 1x hour with 10 spots per session
  • Group discounts for bookings of 8+
  • Address: 79 Taunton Drive, Cheltenham, VIC 3192