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).
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.
Winding down in the Yarra Valley, where ‘work from home’ becomes ‘work from wine country’.
Steam from my morning coffee curls gently into the cool valley air, mist-veiled vineyards stretch out in neat rows below me. Magpies warble from trees, and the morning’s quiet carries the soft bleating of lambs from a nearby paddock. Midweek in the Yarra Valley has its own rhythm. It’s slower, quieter, with more empty tables at cafes and cellar doors, and walking trails I can claim all to myself. It’s as if the entire region takes a deep breath once the weekend crowd leaves.
You’ll find walking trails are less crowded during the week. (Image: Visit Victoria)
I haven’t come here for a holiday, but to do a little work somewhere other than my home office, where I spend too much time hunched over my desk. Deadlines still loom, meetings still happen, but with flexible work evolving from ‘work from home’ to ‘work from anywhere’, I’m swapping the view of my front yard to the vineyards.
A quiet afternoon at Yarra Valley Dairy
Wine time at Yarra Valley Dairy, where you can enjoy a toastie or bagel in the cafe. (Image: Visit Victoria)
With the Yarra Valley just over an hour from the CBD, many Melburnians could drive here in their lunch break. I arrive late in the afternoon and am delighted to discover the Yarra Valley Dairy still open. On weekends, I’ve seen queues spilling out the door, but today there’s only one other couple inside. There’s no need to rush to secure a table; instead I browse the little store, shelves stacked with chutneys, spices, artisan biscuits and gorgeous crockery that would look right at home in my kitchen. It’s hard not to buy the lot.
A cheese tasting plate at Yarra Valley Dairy.
I order a coffee and a small cheese platter, though the dairy has a full menu, and choose a wooden table with bentwood chairs by a wide window. The space feels part farm shed, part cosy café: corrugated iron ceiling, walls painted in muted tones and rustic furniture.
Outside, cows meander toward milking sheds. If pressed for time, there’s the option of quick cheese tastings – four samples for five dollars in five minutes – but today, I’m in no rush. I sip slowly, watching a grey sky settle over the paddock. Less than an hour ago I was hunched over my home-office desk, and now my racing mind has slowed to match the valley’s pace.
Checking in for vineyard views at Balgownie Estate
Restaurant 1309 at Balgownie Estate has views across the vines.
As my car rolls to a stop at Balgownie Estate , I’m quietly excited, and curious to see if my plan to work and play comes off. I’ve chosen a suite with a spacious living area and a separate bedroom so I can keep work away from a good night’s sleep. I could have booked a cosy cottage, complete with open fireplace, a comfy couch and a kettle for endless cups of tea, but as I am still here to get some work done, I opt for a place that takes care of everything. Dinner is served in Restaurant 1309, as is breakfast.
Oysters pair perfectly with a crisp white at Restaurant 1309.
On my first evening, instead of the usual walk about my neighbourhood, I stroll through the estate at an unhurried pace. There’s no need to rush – someone else is preparing my dinner after all. The walking trails offer beautiful sunsets, and it seems mobs of kangaroos enjoy the view, too. Many appear, grazing lazily on the hillside.
I wake to the call of birds and, after breakfast, with the mist still lingering over the vineyards, I watch two hot-air balloons silently drift above clouds. Perched on a hill, Balgownie Estate sits above the mist, leaving the valley below veiled white.
Spotting the locals on an evening walk. (Image: Visit Victoria)
Exploring the Yarra Valley on two wheels
Swap your home office for a view of the vineyards. (Image: Visit Victoria/Cormac Hanrahan)
Perhaps because the Yarra Valley is relatively close to where I live, I’ve never considered exploring the area any way other than by car or on foot. And with a fear of heights, a hot-air balloon is firmly off the table. But when I discover I can hop on two wheels from the estate and cycle into Yarra Glen, I quickly realise it’s the perfect way to step away from my laptop and experience a different side of the region.
COG Bike offers pedal-assist e-bikes, and while the bike trail and paths into town aren’t particularly hilly, having an extra bit of ‘oomph’ means I can soak up the surroundings. Those lambs I heard calling early in the morning? I now find them at the paddock fence, sniffing my hands, perhaps hoping for food. Cows idle nearby, and at a fork in the bike path I turn left toward town.
It’s still morning, and the perfect time for a coffee break at The Vallie Store. If it were the afternoon, I’d likely turn right, in the direction of four wineries with cellar doors. The ride is about 15 kilometres return, but don’t let that put you off. Staying off the highway, the route takes you along quiet backroads where you catch glimpses of local life – farmers on tractors, weathered sheds, rows of vines and the kind of peaceful countryside you don’t see from the main road.
A detour to the Dandenong Ranges
The iconic Puffing Billy runs every day except Christmas Day.
The beauty of basing myself in the Yarra Valley is how close everything feels. In barely half an hour I’m in the Dandenong Ranges, swapping vineyards for towering mountain ash and fern-filled gullies. The small villages of Olinda and Sassafras burst with cosy teahouses, antique stores and boutiques selling clothing and handmade body care items.
I’m drawn to RJ Hamer Arboretum – Latin for ‘a place for trees’. Having grown up among tall trees, I’ve always taken comfort in their presence, so this visit feels like a return of sorts. A stroll along the trails offers a choice: wide open views across patchwork paddocks below, or shaded paths that lead you deeper into the quiet hush of the peaceful forest.
The following day, I settle into a quiet corner on the balcony of Paradise Valley Hotel in Clematis and soon hear Puffing Billy’s whistle and steady chuff as the steam train climbs towards town. Puffing Billy is one of Australia’s most beloved steam trains, running through the Dandenong Ranges on a narrow-gauge track. It’s famous for its open carriages where passengers can sit with their legs hanging over the sides as the train chugs through the forest. This is the perfect spot to wave to those on the train.
After my midweek break, I find my inbox still full and my to-do list not in the least shrunken, just shifted from one task to another. But I return to my home office feeling lighter, clearer and with a smug satisfaction I’d stolen back a little time for myself. A midweek wind-down made all the difference.
A traveller’s checklist
Staying there
Balgownie Estate offers everything from cellar door tastings to spa treatments and fine dining – all without leaving the property.
Playing there
Visit the TarraWarra Museum of Art. (Image: Visit Victoria)
Wander through Alowyn Gardens, including a stunning wisteria tunnel, then explore the collection of contemporary artworks at TarraWarra Museum of Art . Cycle the Yarra Valley with COG Bike to visit local wineries and cellar doors.
