Go booze-free in style with NON and their Melbourne-based non-alcoholic cellar door.

Making headlines in Australia’s alcohol-free wine industry yet again, the NON brand is expanding into a new avenue like no other.

Forty minutes out of Melbourne’s CBD is Cheltenham – a leafy suburb in Victoria that has been making headlines around the world for its recent newcomer: NONHQ.

This quaint store tucked along Taunton Drive is a true standout in comparison to its surroundings. Forget typical industrial area offerings, NONHQ prides itself for being the world’s first non-alcoholic cellar door. A revolutionised experience for locals and visitors alike, NONHQ is the epicentre of all things booze-free.

Created by leading non-alcoholic wine brand NON, NONHQ is redefining how wine is celebrated and enjoyed with the help of expert chefs, food scientists, bartenders and, of course winemakers. Here visitors will be able to partake in intimate 10-person tours to enable guests to fully immerse themselves in the thought and production behind the brand.

Their workshops hosted inside their purpose-built tasting room are best described as sensory journeys where wine lovers will be able to explore the NON range. Paired with a cheese and charcuterie board, NONHQ’s tours end with guests leaving with a complimentary bottle of NON to enjoy at home.

On top of this, guests will be able to see firsthand how NON prioritises sustainability practices whether that be composting, reusing or, offering carbon neutral shipping.

The NON team, welcomes all types of wine drinkers to their world first non-alcoholic cellar door – whether that be curious drinkers, newcomers or seasoned enthusiasts. Here, at NONHQ, Australians will be able to immerse themselves in how NON has adopted a culinary approach by deconstructing real wine simply created with no booze.

“We always knew that someday we would establish a non-alcoholic cellar door, and after a challenging and demanding two-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 (of) our visitors, who can submerge themselves in our world, right in our very own home”, says NON’s Founder Aaron Trotman.

Tours of NONHQ are available on the first Friday of every month from 9am – 4pm daily. The tour, which is an hour long, welcomes just 10 guests per session at $50 per person.

79 Taunton Dr, Cheltenham, VIC 3192

For cocktails and delicious bar snacks, why not check out Australia’s First Non-Alcoholic Bar in Melbourne. Or, for some of the best non-alcoholic wine to enjoy at home, browse through our list of the Top 10 Australian Made Non-Alcoholic Wines for 2023.

Feature image: Photographed by Nic Stephens. Image supplied.