[EP #06] This NON-alc brand is taking on the $500B global wine industry

Australia knows how to drink. Its boozy reputation tends to enter the room before anything else, closely followed by its world-class wine credentials. So, the idea of non-alcoholic wine coming out of this country almost feels like an oxymoron.

And yet, it’s happening. A growing number of Australians are opting out of alcohol, whether for a night, a month, or for good. And it isn’t just those pesky convention-defying Gen Z kids, either. Australia, with its world-class wine reputation, is still young in the no alc wine space. But brands like NON are looking to change that.

I had the opportunity to taste NON a few months ago and was expecting something like a tapered-down wine. But what I experienced instead was something completely different, with distinct layers of flavor but also interestingly well put-together. There’s a lot of craft and effort going into creating these drinks, and the positioning of alcohol-free wine alternative… well, that term doesn’t do the brand justice.

So, naturally, I had to speak to the brains behind the brand, founder and CEO Aaron Trotman. I had a fabulous conversation with Aaron about how NON is smashing the rules of the game and how they are innovating for an evolving audience.

Listen to the episode on Spotify or watch on YouTube (subscribe to both if you’d like to stay in the loop on new episodes).

Made with ❤️ by GourmetPro - your network of Food & Beverage experts, on demand.

💖 And if you think someone you know might be interested in this edition of Market Shake, feel free to simply forward this email or click the button below. 💖

👉 P.S.: GourmetPro is also on LinkedIn!