We tried NONHQ, the world’s first alcohol-free cellar door

Jo Stewart 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)

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.

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.

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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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Farm fresh produce to a trail of lights: the ultimate guide to Mildura

    Rachel Lay Rachel Lay
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    The charm of Mildura is hidden in plain sight along the Sturt Highway. The capital of Tropical North Victoria is in a league of its own.

    From the moment you arrive in Mildura, the warm air and palm trees invite you to slow down. While most Australians might drive right past it, Mildura is full of surprises. Here you’ll spend one day witnessing over 50,000 years of First Nations history in a UNESCO-listed National Park, and the next dining in a hatted restaurant after wandering through 12,500 fireflies as the outback sunset bursts to life above. From roadside fruit stalls and family-run wineries to houseboats and galleries, it’s time to explore Mildura.

    Feast Street, at the heart of Langtree Avenue in Mildura.
    Taste, wander and be surprised in Mildura.

    Taste Mildura’s produce

    It makes sense to start your trip by addressing the most important question: where to eat. In the beating heart of Australia’s food bowl, sample the local produce directly from the source. And then, of course, experience it through the menu of a hatted chef. Or sandwiched between pillowy slices of Nonna’s ciabatta.

    Rows of orchards and olive groves invite you to spend the day traipsing from farm to farm. Taste olives propagated from Calabrian trees brought over in the 40s, oranges picked right from the tree and squeezed into juice and spoons full of honey. Bring the holiday back to your kitchen by stocking your pantry at roadside produce stalls, or calling into the ‘silver shed’ (Sunraysia’s gourmand Mecca).

    Thanks to the warm, balmy air and fertile soils, the wineries dotted along these hills produce award-winning local wines. Like Chalmers, a family-run, innovative winery dedicated to making their wines as sustainable as possible. And picturesque Trentham Estate offers views of the snaking Murray River as you sample their vintages.

    Venture beyond the gnarled shadows of olive groves and fragrant rows of blossoming fruit trees and you’ll find an otherworldly side to Mildura. With Discover Mildura as your guide, visit Murray River Salt’s Mars-like stacks. The naturally pink salt is formed from an ancient inland sea and evaporated entirely by the sun to create one of the region’s most iconic exports.

    Start your day with just-squeezed sunshine.

    Hatted dining & Italian history

    Mildura is home to a proud community of Calabrians and Sicilians. This, paired with the exceptional local produce, means that you can find paninos on par with those in Italy. The Italian is a Paninoteca serving up made-to-order, hefty, authentic Sicilian paninos. Nonna Rosa’s pork meatballs, slowly cooked in tomato ragu and served in a crusty, fluffy roll topped with gratings of Grana Padano cheese and salsa verde, will call you back to Mildura for the rest of your days.

    To find hatted dining in Mildura, simply follow the staircase down into the basement of the historic Mildura Grand Hotel to find Stefano’s. Following the muscle memory and instinct of his Italian roots, he delivers on the principle of ‘cucina povera’. That is, the Italian cooking ideology that turns simple, local ingredients into magic.

    Things to do in Mildura include dining at the acclaimed Stefano’s, where simple local ingredients are transformed into Italian culinary magic beneath the historic Grand Hotel.
    Bite into Mildura’s Italian heritage.

    Discover a thriving culture scene

    The city is alive with culture. Whether it’s painted on the town’s walls, told in ancient yarns, or waiting for you in a gallery.

    The Mildura Arts Centre was Australia’s first regional art gallery. Behind the walls of Rio Vista Historic House, you’ll find a lineup of ever-changing exhibitions. The gallery’s wall space pays tribute to the art and songlines of local First Nations People, the region’s awe-inspiring landscapes and more. Outside, on the gallery’s lawn, find 12 contemporary sculptures in the Sculpture Park.

    Mildura’s streetscapes are a punch of colour. Swirling strokes of paint blend the winding artery of the Murray River, red dirt and local characters into a story you can see with your own eyes, thanks to the Mildura City Heart’s Mural Art Project. Pick up a copy of the Murals of Mildura guide from the Visitor Information Centre.

    Follow the border of NSW and Victoria on a map and you’ll see it hugs the curves of a tiny island on the Murray. That’s Lock Island, where, as the sun and moon trade places, the island comes alive as darkness falls. The island is dotted with 12,500 firefly lights that lead you on a meandering path through the outback sunset. The installation is known as Trail of Lights and was created by the same visionary who dreamt up Field of Light at Uluṟu, Bruce Munro.

    Things to do in Mildura include exploring its rich cultural scene. From vibrant street art and ancient stories to exhibitions at the Mildura Arts Centre, Australia’s first regional gallery.
    Find culture around every corner.

    Wonder at ancient landscapes

    The landscapes of Mildura feel almost transcendental. The skyline bursts to life with reds, pinks, and deep, sparkly night skies.

    The nature will leave you in awe. See hues of pink water changing with the weather at Pink Lakes inside Victoria’s largest national park, Murray Sunset National Oark. Cast a line into Ouyen Lake. Watch the sunset against 70-metre tall red cliffs that reflect the setting sun. Or get the heart racing and sandboard down the Perry Sandhills dunes, formed 40,000 years ago at the end of an ice age.

    Just don’t leave without following the twists and turns of the Murray. Stroll or ride along the Shared River Front Path, or jump onboard a boat for a scenic ride.

    Your itinerary will be incomplete without a visit to UNESCO World Heritage-listed Mungo National Park. Head out with an Indigenous ranger to witness ancient campsites and footprints, before standing in awe of ancient civilisation near the discovery site of Mungo Man—Australia’s oldest human skeleton at 42,000 years old.

    Mungo National Park at night is a vast, silent landscape where ancient dunes glow under moonlight and stars blanket the sky in breathtaking clarity.
    Walk in the footsteps of ancient civilisation.

    Meet your home away from home

    On equal par with planning your meals and adventures, is finding the perfect place to relax at the end of each day.

    Sleep inside a Palm Springs postcard at Kar-Rama. A sleek boutique hotel complete with a butterfly shaped, sun-soaked pool. Here you’re staying right in the heart of Mildura but you’ll feel worlds away. Or if you really wish to connect with nature, a night glamping under the stars at Outback Almonds will have you spellbound.

    When in Mildura it’s only right to stay on one of the Murray River’s iconic houseboats. Wake up each day to the calm waters of the Murray lapping outside your window. Enjoy days full of river swims, fishing and exploring. All boats are solar-powered and can be self-skippered or moored along the river.

    A solar-powered houseboat on the Murray River in Mildura.
    Stay and play on the Murray in a solar houseboat.

    Start planning the perfect getaway at mildura.com.

    NONHQ Launches The World's First Alcohol-free Cellar Door