INTRODUCING NON:
THE AUSTRALIAN NON-ALCOHOLIC BRAND THAT’S CHANGING HOW THE WORLD DRINKS.
September 11th, 2025
You know the moment. Everyone’s clinking glasses at a dinner party, the wine’s flowing, and you’re handed… a soda water.
Just because you’re not drinking alcohol doesn’t mean you should miss out on the ritual, the flavour, or the sense of occasion. NON was created for exactly this moment. Something complex, balanced, and worthy of a wine glass.
Now available at Market Organics, NON is a new kind of drink for a new kind of drinker. It’s low in calories, big on flavour, and made from real ingredients by a team of chefs in Melbourne.
Founded in 2019 by entrepreneur Aaron Trotman, NON has been shaking up the non-alc space with a lineup of drinks designed to pair beautifully with food or stand proudly on their own. “We’re not here to mimic wine,” says Trotman. “We’re here to make something better. Something with real flavour and real ingredients where you can taste everything.”
Every bottle of NON begins with real produce and is structured using culinary techniques like cold-steeping, dehydration, roasting and stewing. The result? Full-flavoured, balanced drinks with elements of fruit, tannin, salinity & acidity. No preservatives, and no alcohol.
“Every bottle starts with real ingredients and ends with a drink you want to enjoy with a good meal,”
says Nick Cozens, NON’s Head of Beverage.
Why NON, and why now?
According to the Foundation for Alcohol Research & Education (November 2024), 44% of Australians who drink alcohol want to reduce their intake or stop altogether. At the same time, wine remains the most ordered drink when dining out (Wine Australia, January 2024).
That’s where NON comes in. It brings the structure, flavour and sense of occasion of wine - without the alcohol.
NON is already poured at some of the world’s top restaurants including Quay, The French Laundry, The Fat Duck and Alinea. And now, NON is proudly on the shelves at Market Organics.
Whether you’re after something fresh, earthy, spiced or bold - NON has a bottle to match the moment, and your meal.
NON 1
Salted Raspberry & Chamomile
Light bubbles and subtle florals meet tart Tasmanian raspberry and a sprinkle of Murray River salt. Serve with citrus salads, soft cheeses or as a crisp afternoon refresher.
NON 2
Caramelised Pear & Kombu
Mineral, gently sweet and umami-rich, with roasted Victorian pear, kombu and olive brine, layered with warm spices. Pair with blue cheese, grilled greens or Japanese dishes.
NON 3
Toasted Cinnamon & Yuzu
Zesty and spiced with Japanese yuzu, Australian orange and toasted cinnamon. A perfect match for oysters, grilled seafood or miso-glazed veg.
NON 5
Lemon Marmalade & Hibiscus
Sharp and bittersweet with lemon myrtle, lemongrass and deep red hibiscus. Cuts through rich or fried foods. Especially good with Thai.
NON 9
Oaked Blackberry & Plum (NEW)
Velvety and tannic with blackberry, slow-cooked plum, fir needle tea and toasted French oak. Your new favourite non-alc red. Serve with steak, mushroom pasta or hard cheeses.
NON 7
Stewed Cherry & Coffee
Dark, structured and spiced with stewed cherry, cold brew coffee and black pepper. Ideal with roast duck, slow braises or dark chocolate.