Australia’s leading premium non-alcoholic brand NON has launched a new limited-edition product in collaboration with Australian chef Matt Stone. The NON PROGRESS Poached Plum & Finger Lime has been made using native ingredients and is being pitched as an alternative to lighter wine varieties such as Pinot Noir and Gamay.
“This release showcases the progress in our craft, our friendship, and the non-alc category,” said Aaron Trotman, Founder.
“What Matt & Nick have created here redefines what’s possible for the non-alc wine occasion.”
Matt Stone, Co-Owner of You Beauty, The Eltham Hotel, and Ciao! Mate, recognised the need for premium non-alcoholic options suited to food and dining.
Described as a wine alternative in place of non-alcoholic wine, NON has played a major role in shaping the ultra-premium non-alcoholic market since being founded in 2019. Drinks Trade recently caught up with Aaron Trotman to discuss the NON product and where the premium non-alcoholic category might be headed.
“We grew 60% last year. We went from 5,000 cases to 10,000 cases,” he said.
“The data at the moment is 90% of people that drink non-alcoholic products drink alcoholic products as well – now that’s not alcoholic products being like a substitute, not like it’s a Coke or a water, because that’s a non-alcoholic product as well.
“More people are moderating in venue and [because] you make all your money from drinks because food margins are so hard to make money on then you should really be trying to make as much as you can from your non-alcoholic program as well.
“The non-alcoholic occasion hasn’t changed since it launched. It’s the Sunday through Thursday predominantly at home with the meal and it’s been fitting perfectly with that.
NON PROGRESS Poached Plum & Finger Lime will be officially launched on 2 September at a price of $40 per bottle.
The product information provided by NON is as follows:
Ingredients:
Davidson plum, blood plum, cinnamon myrtle, paperbark, finger lime, lemon myrtle, murray river salt, verjus
Process:
Fruit: Poaching davidson plum and stewing blood plum in their own liquid. this concentrates the sugars in the fruit for easier extraction. hot extraction of teas.
Tannin: Davidson plum provides heavy tannin with cinnamon myrtle also adding tannin and a cooling effect.
Salinity: Murray river salt provides salinity and creates a moreish sensation.
Acid: Verjus from semillon, chenin blanc, and chardonnay grapes from the barossa valley, south australia. tart profile from both sets of plum.
Finish: Finger lime oleo-saccharum that has been smoked with paperbark to give a deep yet oily finish and lingering profile.
Profile:
Dry, bright, and fresh. davidson plum tannin with subtle smoke finish.
