NON

Trotman's founding rationale was to create something as complex as wine that did not try to replicate it. That distinction, between a product designed to be its own thing and one designed to stand in for something else, runs through everything about NON. Rather than taking a finished wine and stripping the alcohol out, the brand takes a kitchen-led approach: ingredients are roasted, steeped, and blanched to extract flavour, then combined with a base of verjus. Verjus is the pressed juice of unripe grapes, which provides the acidity and tannic structure typically associated with wine without any fermentation occurring. This places NON firmly in the category of wine-alternative drinks that arrive at 0.0% not by removing alcohol but by never introducing it. Production takes place at a purpose-built facility in Cheltenham, Melbourne, representing significant capital investment in a dedicated operation.

The range is structured numerically, with seven products each built around a distinct flavour profile. The first was conceived as a take on a dry sparkling rosé. Each subsequent product follows the same logic: a specific set of primary ingredients chosen to produce a complete flavour profile suited to food pairing. This food-first orientation is central to NON's identity. The brand has built its audience among fine-dining venues and considered home entertainers who want an AF pour that holds its place at a table alongside food, rather than something positioned as a substitute.

NON distributes across more than fifteen countries, appearing on the menus of high-profile restaurants as well as through specialist retail and direct-to-consumer channels. The sober-curious diner seeking a food-paired, zero-alcohol pour with genuine complexity and a documented production process is the brand's clear target audience. At a premium price point, NON sits at the more considered end of the AF drinks market, and its global restaurant presence reflects that positioning.