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)
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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).
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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.
There’s nothing quite like Melbourne in the warmer months. Come spring, the city emerges from its cold-weather cocoon and brims with marquee events, vibrant seasonal menus, brilliant blooms and a fresh energy.
The centre of the city is where most of the magic happens. It’s a labyrinth of art-lined alleys and meandering laneways, filled with restaurants, cafes, rooftop bars, galleries, live music joints, theatres, boutiques, high-end hotels like The Westin Melbourne and much, much more. In spring and summer, especially, locals and travellers alike come to enjoy the balmy weather and celebratory spirit.
If you’re planning to be one of them, here are the best places for eating, drinking, exploring and staying.
Where to stay
The Westin Melbourne
View the city from above in your suite.
Situated in the heart of the city on bustling Collins Street, The Westin Melbourne is a supremely convenient base. With the hotel as a base, explore the entire CBD – including Federation Square and Melbourne’s shopping, dining, theatre and sporting precincts – on foot.
Despite its central location, the hotel is something of an oasis. It has a serene ambience and elegantly understated design that provides respite at the end of a busy day. Think timeless interiors with warm timbers and neutral tones, and spacious rooms with signature Heavenly® beds and sumptuous linens. You’ll also indulge in impeccable service and amenities like fitness and wellness centres and an indoor pool. Selected rooms have sweeping city views.
Where to eat and drink
1. Allegro
Allegro is refined yet welcoming, pairing seasonal Australian produce and international flavours, finished with finesse. The à la carte, set and pre-theatre menus change seasonally. In spring and summer, expect a lively and creative line-up of dishes. You can also partake in a playful and limited-edition High Cheese offering that’s well worth trying if you’re a lover of blues and bries.
The restaurant happens to be located right inside The Westin Melbourne. It’s an ideal spot if you’re staying at the hotel and need somewhere to dine or drink before hitting the town.
2. Lobby Lounge
Step into the Lobby Lounge.
Whether you’re after a quick bite before exploring the city, a leisurely lunch or dinner, or a post-theatre nightcap, head to The Westin Melbourne’s elegant Lobby Lounge.
The menu features everything from moreish snacks, small bites and share plates to hearty all-day meals and desserts. The accompanying drinks list is a treasure trove of varietals, with a notable leaning towards Victorian drops and an excellent selection of spirits.
For a truly indulgent experience, book yourself in for the signature high tea. You’ll savour three tiers of beautifully crafted sweet and savoury treats, specialty tea and coffee, and the option for a sneaky glass of bubbly.
3. Other places to dine
There’s no shortage of tasty dining options, in and nearby The Westin Melbourne. (Credit: Visit Vic)
Dotted around the city are some of Melbourne’s most acclaimed dining destinations. Supernormal is a local institution. Feast on inventive Pan-Asian dishes made with fresh ingredients, paired with a Japanese whisky or sake from the extensive drinks list. At Gimlet, the surroundings are utterly romantic, the service impeccable and the food outstanding. Expect sustainably sourced meats, seafood and produce finished with European flavours and technique.
Apollo Inn – the sister venue to Gimlet and Supernormal – does punchy snacks, share plates and incredible drinks. Try the signature Picon Biere, a refined take on a shandy.
Dukes Coffee Roasters at Ross House is a great place to start your day, serving up organic and sustainable brews made with precision.
While you’re in the city, take a wander down Hosier and AC/DC Lanes. Beyond the famed street art along both, you’ll find a cluster of must-try eateries and bars, including MoVida, Pastuso, Bar Bambi and Tres a Cinco.
Things to do
1. Take a run through Melbourne’s green spaces
Run or walk along the Yarra River. (Credit: Visit Vic)
Melbourne’s outdoors look their very best in spring and summer. The parks and gardens come alive with colourful blooms, the trees in and around the CBD regain their verdant canopy, and the Yarra River sparkles in the sun.
A run or walk in nearby green spaces, like Carlton Gardens, Fitzroy Gardens and the Royal Botanic Gardens, lets you soak up the scenery. The Westin Melbourne also provides curated running routes through surrounding gardens and along the Yarra. Workout gear and Bala weights can be borrowed from the hotel if you forget to pack your own.
If you’ve got an afternoon to spare, venture over the Yarra to the National Gallery of Victoria. The iconic and historic institution houses both a vast permanent collection and an exciting roster of rotating exhibitions.
3. Catch some live music
Dive into Melbourne’s live music scene. (Credit: Visit Vic)
Melbourne’s live music scene reignites when spring hits. In and around the CBD are several beloved live music venues that showcase everything from jazz to rock to electronic.
Visit intimate venues like Bird’s Basement, Wax Music Lounge and Cherry Bar, or larger ones, such as The Toff, Forum and Palais Theatre, for major acts. Plenty of bars, restaurants and clubs host regular gigs, too, including The Westin Melbourne’s Lobby Lounge. Every Saturday from 12-3pm, enjoy live strings alongside your lunch or afternoon tea.
4. Soak up the atmosphere at the MCG
Book tickets for a big sports bash. (Credit: Visit Vic)
The Melbourne Cricket Ground welcomes its namesake sport in the warmer months. Watch One-Day Internationals, T20 Internationals, Big Bash League and Sheffield Shield matches throughout the season, or settle in for the multi-day Boxing Day Test.
Spring and summer are also when the MCG holds big events and concerts. Surrounded by the roar and energy of the venue’s legendary crowds, there are few places better than this to see a live gig.
5. Experience the magic of the Regent Theatre
Soak in Regent Theatre’s architecture. (Credit: Visit Vic)
Standing proud for nearly 100 years, the Regent Theatre is a stunning venue: its grand exterior opens to a gorgeously ornate interior decked out with chandeliers, plush drapes and gilded details.
Stopping by to take in its architecture is memorable enough. But if you’ve got the time, book a ticket to one of the spectacular shows that take place inside. The venue hosts a diverse line-up of live music, musicals, opera, dance, theatre and comedy. In spring and summer, the program is at its most energetic, with events to suit all tastes.
